Immersive conference C2 Montréal is focusing its messaging on engagement with big issues of the day rather than its roster of special guests.
The colourful new campaign aims to generate exchange around the three industries of the 13th edition of C2MTL: Immersive + Experiential, Innovation + Sustainability, AI + Commerce. The campaign includes queries like “do we need alternative intelligence to deal with AI?”
It’s a two-pronged advertising campaign that first asks the public questions on key topics, and then encourages them to come to the event and answer these questions, particularly thanks to the speakers on hand at the May event, taking place at the Grand Quai du Port de Montréal.
“This year, it was important for us to roll out a campaign that embodied the new vision of our brand and emphasized its utility,” explains Leewis Jean-Pierre, C2MTL marketing director.
Jean-Pierre tells strategy that C2 Montréal’s messaging has evolved to center more on the relevance and substance of its event, a shift toward fostering discussions and addressing the complex issues within the business world. This marks a departure from previous years, where campaigns predominantly highlighted the presence of high-profile speakers.
Jean-Pierre says the spirit of the campaign is to provoke reflection on the issues that affect us today and shape the future of the business world. At the same time, it’s an ice-breaker for the collective exchange that will take place at C2MTL around these three themes.
C2 Montreal is tailored for “forward-thinkers eager to explore the challenges of tomorrow and expand their business horizons,” Jean-Pierre notes, drawing attendees from approximately 50 countries.
The advertising campaign runs until April 29, and has moved beyond solely using digital platforms, the organization says. The new campaign also includes traditional billboards like bus shelters, outdoor advertising and the Montreal airport.
Bang Marketing is the digital agency behind the work and YPR is handling the public relations component.
