Promoting an important artistic legacy for Montreal: Place Ville Marie’s Ring
A solid media strategy, in three stages
To mark the 60th anniversary of Place Ville Marie, Ivanhoe Cambridge commissioned Claude Cormier + Associés and its renowned landscape architect Claude Cormier to create an artistic installation that would serve as a gateway to downtown. Thus was born The Ring, which is already recognized as an emblem of Montreal.
Objectives
Exponentiel stepped in to proactively position this major project by deploying a media strategy, managing media relations and photographing the highlights.
Strategies
The media strategy revolved around three key moments:
- The project announcement
- The official inauguration
- Illumination of The Ring
Each stage was an opportunity to invite the media, but above all to prepare spokespeople, develop strong messages, proactively manage media opportunities and closely monitor press coverage.
Impact
At the end of the three stages, recognition of The Ring as a masterful art installation and a great benefit for Montreal was ensured by impressive media coverage, 95% of which was positive or neutral.
Highlights
Breathtaking images
Our renowned photographer, Sébastien Lavallée, captured the beauty of The Ring, particularly during the illumination event.
The images were used to support the press kit, and bear witness to the fact that The Ring contributes to the vibrancy, dynamism and allure of the heart of Montreal.
