Tourisme Montréal’s New Video: It’s Cheesy, but is it Effective?

Tourisme Montréal released a new promotional video a few days ago. It features…no wait, summarizing it can’t really do it justice. Just watch it for yourself:

In general, response has ranged from “WTF was that?” to polite attempts to find something positive about it. Even Montreal Mayor Valérie Plante said “Huh. Okay, that’s interesting interesting,” before adding that at least it was getting people to talk.

But will that talk and the video it is about work? Well, I suspect it will work wonders for singer Mathieu Samson’s career.

Curious, I googled him and found another video he released, without
Tourisme Montréal funding, but with the same cheesy 80s-inspired effects. He just got huge exposure doing something completely in keeping with the style he was already going for.

But will Tourisme Montréal achieve its goal with this video? The short answer is maybe. This becomes more apparent when you properly define what the goal of this particular video is.

The chorus of the song goes “Québec, Reviens-Moi” and the outdoor scenes are winter scenes. The goal clearly isn’t to bring people from Vancouver, the US and Europe here in June, but rather to suggest Montreal as a winter destination, possibly just a weekend destination, to people elsewhere in Quebec.

Understood as such, foregoing beauty shots of the city in favour of a giant, miniature and normal-sized Samson visiting places everyone in the intended audience already know about makes sense. They aren’t even going full cornball. If they were, there would have been a shot of our infamous “ugly”Christmas tree.

Instead, the cheap 80s effects are a fun way to remind Quebecers on a budget that an affordable and fun vacation is just a (relatively) short drive or bus ride away. Still, the video does drop the proverbial ball a few times.

It seems to harp, both lyrically and visually, a bit too much on the Ferris wheel in the Old Port. Sure, it’s open year round, but I live here and haven’t felt inclined to take a ride, can’t imagine it being as big a draw as they think it is.

Also, while the Habs are definitely a sellpoint for the city in general, bringing up the fact that we still have pro hockey here, as the video does in one verse, may hit a bit of a sore spot for people in Quebec City. Plus, do we really need the Big O to make an appearance?

While some might see this as akin to the National Anthem for the Rivière-des-Prairies–Pointe-aux-Trembles Borough the previous Coderre Administration paid $50 000 for out of our 375th Anniversary funds, it’s not. Sure, both are cheesy and municipally funded, but that’s where the similarities end.

The RDP/PAT anthem used (way too much) public money destined to promote the city as a whole internationally to placate some people in one borough. This video is a targeted campaign to bring a specific set of potential tourists to the city.

It may or may not work, but it’s not the vapid piece of hipster irony it comes across as to many, including me at first. Honestly, now after writing about it, I kinda like this video.

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