Toulouse
Toulouse Invites Montréal with a Linguistic Wink
Client:
Toulouse Métropole
Type:
SECTOR:
Voyage
When Toulouse Becomes To Lose…
With the launch of a direct Montréal–Toulouse flight, the Pink City wanted to attract a new audience: young Montréal professionals. The challenge: promote a destination less familiar than Paris or Lyon, stand out from the crowd, and create an instant cultural connection.
Results
913 433
Impressions in programmatic
+1.39M
Billboard impressions
We started from a play on words as simple as it is effective: in English, “Toulouse” sounds like “to lose.” From there, we built a series of clever lines that highlight the benefits of escaping a cold and hectic world: “Toulouse your bearings,” “Toulouse your coat,” “Toulouse your time.” Deployed across digital signage and social media, the campaign gave Toulouse a fun, accessible, and unforgettable personality. Résultats : A playful, engaging tone that made a lasting impression and helped fill Montréal–Toulouse flights. A flexible creative platform built for the long term. And a destination that’s gaining recognition.
