Montreal’s Royalmount has launched a strategic OOH campaign to position the destination as more than just a shopping and entertainment centre. 

With an unmissable brightly coloured backdrop, the campaign leverages high-traffic placements on highways and Montreal public transit.

Six digital billboards are located outside the city. Meanwhile, wrapped buses will circulate through tourist and festival corridors within Montreal, and there are panoquai (large-format poster) takeovers in Metro stations as well as strategic digital placements within Metro subway cars.

Media was handled in-house, while Rose Public Relations handled PR.

“As a new and local business, the goal was not to spend a lot, but rather to make an impact and be strategic with every dollar spent,” Marie-Michèle Thibault, Royalmount’s VP of marketing, tells MiC.

Opened in the fall 2024 with flagship and concept retailers, a huge outdoor terrace that overlooks an urban park and more than 60 public art installations on the property, the brand positioning aims to show Royalmount as a destination where art, culture, nature and community intersect.

The media plan was designed to reflect both scale and precision, according to Thibault.

“A diversified channel mix allowed us to reach and convert a broad spectrum of consumers across key touchpoints in their daily commute,” she says.

The campaign is rounded out with social touchpoints and remarketing strategies, says Thibault. 

Under the tagline “The Art of Living, Redefined,” a series of smaller campaigns will spotlight different aspects of what the Royalmount has to offer, with iterations of the concept like “The Art of Style, Redefined” and “The Art of Terrace Season, Redefined” and “The Art of Daydreaming, Redefined.”  

The brightly coloured creative plays on the centre’s “Wishing Bear” mascot and kicked off with a CGI-led social campaign featuring the bear using different modes of transportation to get to the centre.

The campaign kicked off in June and runs through the end of the year.