Reality series are an apparently irresistible part of culture. They attract audiences whether they run on TV (where they are the fastest-growing TV format globally) or socials and no one seems to mind if they’re made for brands. Cossette and Tourisme Montréal have used this asset to stand out in the crowd of summer tourism advertising with a platform inspired by reality TV.

The campaign reveals Montreal as a city where summer is lived at full intensity, like contestants on a reality show. A 60-second trailer-style video turns the city into a high-intensity stage, where visitors aren’t just spectators but the stars of their own stay. The approach also taps into the rise of film tourism, where a destination’s on-screen presence directly influences the desire to visit. By borrowing reality TV’s narrative codes, the campaign draws viewers in instantly.

“It’s bold, authentic, and memorable,” stated Alexandre Jutras, creative director at Cossette. “We wanted people to jump in, see themselves, and dream about their next season in Montreal.”

“The campaign highlights the city’s wealth of discoveries, meaningful encounters, and intense moments,” added Sylvie Charette, chief marketing officer at Tourisme Montréal. “Here, the story belongs to those who come to live their own ‘next season’. Montreal becomes a living set where culture, gastronomy, and local energy make every visit an authentic experience.”

In OOH, the campaign twists TV and film review formats with double-meaning quotes, presenting Montreal as a destination where every moment is experienced to the fullest.

Live since March in theatres, online, and OOH, the campaign is running across France, the United States, and several Canadian markets, including Western Canada, Ontario, and the Maritimes.

Credits:
Client: Tourisme Montréal 
Client Team: Sylvie Charette, Dany Pedneault, Mylène Neufcourt, Aline Vinel, Jade-Enya Le Brun

Agency: Cossette
Creative:  Anne-Claude Chénier, Alexandre Jutras, Eric Bouchard, Jean-François Perreault, Mylène Bénard, Alena Schwing, Elisa-Maude Tremblay
Creative Collaboration: François-Julien Rainville, Amy Maloney, Étienne Chayer-Leclerc, Éric Beaudin, Brendan Murphy, Andrew Morgan 
Strategy: Judikaela Auffrédou, Daphné Brunelle
Account Management : Simon Parent, Malik Idrissi, Marie-Anne Lalonde, Marie-Catherine Roberge, Emilie Soutière
Agency Production: Septième
TV Producer: Catherine Richard
Print & Digital Producers: Nathalie Boucher, Emmanuelle Arpin, Natalie Demeules
Retouching: Daniel Cartier
Linguistics: Carol-Ann Savick, Marc Grandmont, France Auger

Media Agency: Touché
Production Company: Gorditos
Director: Jean-François Chagnon 
Post-Production: Shed
Sound Studio: Circonflex