• Nov. 14, 2023
  • Media strategies and relations, Photography and videography
  • Client: Ivanhoé Cambridge
  • Real Estate

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.


Exponentiel stepped in to proactively position this major project by deploying a media strategy, managing media relations and photographing the highlights.

Unveiling ceremony of the Place Ville Marie Oval, photographed by the Exponentiel communications agency
Pictogram of Exponentiel's media strategy


The media strategy revolved around three key moments:

  1. The project announcement
  2. The official inauguration
  3. 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.


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.


Pictogram of a megaphone
Nearly 300 media hits across Canada, with a total reach of 335,000,000 impressions
Pictogram of a gold medal
Winner of the Prix d'excellence 2022 from the SQPRP (Société québécoise des professionnel(le)s en relations publiques) in the External Public Relations Program category
Pictogram of a high five
One of the most widely covered public art projects in recent years
Pictogram of a camera
Photos that have been seen around the world
Pictogram of a picture being taken

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.