Montreal is one of Canada’s best cities to party in, and Nightlife.ca has made it even easier this week with the launch of a new ‘nightlife’ app.

The app, launched in partnership with Société de transport de Montréal (STM), the city’s transportation authority, offers Montrealers and tourists at-a-glance location of the city’s hottest bars, restaurants, nightclubs and special events. And thanks to its partnership with STM, it also tells people how to get there via transit, as all of the 6,000 businesses are geo-located within the app, with transit maps and service synched in.

STM has been working with Nightlife, a Newad-owned media property, for two years now, Yann Fortier, VP, communications and corporate relations, Newad, tells MiC, but the app represented an ideal medium by which to reach young people and promote STM’s ‘green’ mandate. It’s a sentiment Pierre Bourbonnière, director of marketing, STM, echoed in a release.

‘It is important for the STM to both create and promote free tools allowing transit users to easily plan their trips,’ he said. ‘We believe that public transit is not only the green alternative, but also a sustainable development project for Montreal as a whole, and a way to enhance the quality of life for all citizens.’

The STM sponsorship has premium visibility in the splash page that opens the app, and then its logo also appears as a button in navigation menus to access the transit listings. ‘[STM’s sponsorship] is really integrated into the content,’ Fortier says.

There are additional add opportunities in the app, he adds, including sponsored alerts and editorial integration. In future versions, standard ad units are slated to be included in the app, but Newad wanted to first build a community around it and then add traditional advertising once its popularity has grown, Fortier says.

Newad plans to promote the app via its media properties, which include Nightlife magazine and Nightlife.ca, as well as on its network of digital boards. A 15-second YouTube video has also been produced.

The app announcement follows last week’s announcement from the company that company co-founder and president Michael Reha has been appointed president and CEO of the company. His additional duties include strategic planning, as well as supervising the operation of all of the company’s sectors. Based in Montreal, Newad specializes in publishing, experiential marketing and indoor advertising.