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I see mtl campaign rewarded by a Strat Grand Prize and three Strat Awards

Montréal, October 6, 2015 – Montreal digital agency TP1 and the Board of Trade of Metropolitan Montreal have just won a Grand Prize and three Strat Awards for the marketing communications strategy behind the I see mtl initiative:

  • a Strat Grand Prize in the “One-Time Campaign” category;
  • a Strat Award in the “Public Services” category;
  • a Strat Award in the “Best Launch” category;
  • and a Strat Award for the Board of Trade in the “Best Use of Public Relations in a Marketing Initiative” category. 

Presented by the Association des professionnels de la communication et du marketing and Infopresse, the Strat competition honours the best marketing communications strategies in Quebec. The jury, chaired by Florence Girod, Cossette’s Vice-President of Strategic Planning, was won over by the level of cooperation, mobilization and entrepreneurship demonstrated in the I see mtl campaign. According to the jury, the key element of the strategy was creating a space for public dialogue where Montréal’s leaders and citizens could come together to share their ideas.

“These honours recognize our efforts to make digital and content strategy and the social media a bigger part of our approach than ever before,” said TP1 President Jan-Nicolas Vanderveken. “For I see mtl, we set out to capitalize as much as possible on the new digital platforms at our disposal. The results speak for themselves.”

“Almost a year after launching I see mtl, our efforts continue to be rewarded, and we are very proud of that fact,” added Michel Leblanc, President and CEO of the Board of Trade of Metropolitan Montreal. “We were in charge of the initiative’s marketing communications strategy, which was highly successful and exceeded our expectations thanks to the invaluable contribution of our partner TP1. With its bold approach, we were able to develop a one-of-a-kind campaign and give a voice to people working to spur our city’s economic revitalization.”

Looking beyond the marketing communications plan, the success of I see mtl can be attributed primarily to the drive and energy of L. Jacques Ménard, President of BMO Financial Group, Quebec, and a number of other individuals including Diane De Courcy and Félix-Antoine Joli-Coeur.

The I see mtl case study can be found on TP1’s website.

About I see mtl

Launched by BMO in partnership with the Board of Trade of Metropolitan Montreal, I see mtl is a movement driven by leaders from every sphere of society who want to help restore confidence and pride in the city and its economy. Rebaptized je fais mtl, the initiative is continuing to give new impetus to Greater Montreal and help make it a more prosperous region.

About TP1

TP1 is a full-service digital agency that creates online experiences that get people talking. Founded in Montreal in 2005, TP1 is known for its strategic expertise in digital marketing communications and its steadfast commitment to outstanding user experiences, service design, open technologies and web accessibility. TP1 handles major projects for such clients as Société de transport de Montréal, Raymond Chabot Grant Thornton, the Canadian Museum of History, L’Oréal, Naya, TVA and Ski Bromont.

About the Board of Trade of Metropolitan Montreal

The Board of Trade of Metropolitan Montreal has over 7,000 members. Its mission is to be the voice of Montréal’s business community and to promote the city’s prosperity. It is involved in key areas of economic development, advocating a philosophy of action based on engagement, credibility, proactivity, collaboration and innovation. The Board of Trade also offers a range of specialized services to individuals and to business of all sizes to support them in their growth at home and abroad.


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Jan-Nicolas Vanderveken
President and Founding Partner, TP1
Tel.: 514 262-3939, ext. 201

Twitter: @TP1

Michelle LLambias Meunier
Senior Advisor, Public Relations, and Press Attaché
Board of Trade of Metropolitan Montreal
Tel.: 514 871-4000, ext. 4042


Twitter: @chambremontreal


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