Touché! has started the new year by expanding its duties with Metro and renewing its assignment with Tourisme Montreal.

Following an RFP and review process, Tourisme Montreal chose to continue to work with Touché!, its media agency of the past ten years.

The agency’s mandate is to promote Montreal as a destination of choice for Canadians, Americans, and Europeans and is responsible for the overall media strategy, planning, buying and performance measurement.

“This is a pivotal time for Tourism Montreal as we navigate a new reality for global travelers,” says Sylvie Charette, CMO at Tourisme Montreal, adding that Touché!’s experience in tourism and analytics made the agency an “essential ally” for its “performance-driven” marketing plans.

Work has already begun on preparing the 2023 summer campaigns, with the development of several new markets, including Western Canada and the U.S.

In addition, Metro has expanded its relationship with Touché! to now include Ontario, making it the AOR for the Metro and Food Basics banners in both Quebec and Ontario once again. Touche! has been handling media duties for Metro since 2014, but the Ontario portion of the assignment had been split off and awarded to Havas in 2019.

The assignment includes media strategy, planning and buying for traditional and digital placements to increase awareness and consideration. The agency’s Toronto and Montreal offices are working on the account.