Montreal’s Got Balls – And It’s Proud Of It

Bruce Parkinson, Open Jaw

The 18 Shades Of Gay art installation.

A billboard promoting the ad campaign.

Taking inspiration from Claude Cormier’s 18 Shades of Gay installation -- the famous colourful balls overhanging a section of Sainte Catherine Street — Tourisme Montréal has been running a bold advertising campaign in the Toronto, New York, and California markets. 

Themed ‘We’ve Got Balls,’ the campaign highlights the audacious side of a city known as a safe and welcoming destination for the LGBTQ+ community.

“Montréal is a creative, forward-thinking city and a must-visit destination for this visitor segment. We want to remind them that the city has a lot to offer with its vibrant arts and culture scene, exciting nightlife and rich and varied food scene,” explained Danièle Perron, Vice President, Marketing at Tourisme Montréal.

Montréal Pride offered praise for the bold campaign and Tourisme Montréal’s efforts to reach out to LGBTQ+ visitors, an important tourist segment for the city. “The balls overhanging St. Catherine Street have become a Montréal icon. Besides adding colour to the city, they make an excellent showcase for the tourism campaign,” said Éric Pineault, President and founder of Montréal Pride.

Developed by lg2 (creation) and Touché!, this campaign is part of a broader ‘Never Grow Up’ communications platform launched in May. The campaign invites visitors to experience the city’s youthful energy with the message that Montréal is an immense playground where anything is possible.



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