The city of Montreal faced a unique branding challenge. It wasn’t that its neighbours in Quebec City were apathetic, it’s that they really didn’t like Montreal. Actually, they sorta love to hate the city, what with its traffic, construction, potholes and non-existent parking.

The insight for Tourisme Montréal’s “I’ve Changed” campaign by Lg2 was anything but scientific, it was emotional. Just like an old flame, Quebec City needed to fall in love with Montreal again.

Montreal’s love for Quebec City was declared with a geo-targeted campaign, in which Montreal claimed it had “changed” in billboards, newspapers, TV and radio ads. It even sent 100,000 letters to Quebec City residents’ homes.

Montreal had just marked its 375th with a birthday bash, so new restaurants that opened during the celebrations claimed they were actually trying to win Quebec City’s heart through “her” stomach. The campaign generated four million impressions, one million video views and helped increase bookings by 5.4%.