Launch of Contact MTL Greater Montréal Ambassadors PRESS KIT. An international network of ambassadors for a strong Greater Montréal 4

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1 Launch of Contact MTL Greater Montréal Ambassadors PRESS KIT Summary Press release. 2 An international network of ambassadors for a strong Greater Montréal 4 What our partners are saying A network of committed ambassadors Greater Montréal s global media presence.. 13 Montréal International Céline Clément, Public Relations Director celine.clement@mtlintl.com

2 Official Launch of Contact MTL Greater Montréal Ambassadors PRESS RELEASE GREATER MONTRÉAL S CITIZENS INVITED TO JOIN EFFORT TO ENHANCE THE METROPOLIS INTERNATIONAL PROFILE Montréal, September 30, 2015 With Mayor of Montréal and Chair of the Communauté métropolitaine de Montréal Denis Coderre in attendance, Montréal International and its founding partners of Contact MTL are today officially launching Contact MTL, a network of volunteers committed to promoting Québec s metropolis to the world. This event, which celebrates Greater Montréal s pride, creativity and know-how, will involve close to one thousand people including many high-profile members of the business, academic, scientific, municipal, international and diplomatic communities as well as the metropolis cultural and sporting scenes. A metropolis is first and foremost a collective project, said Mayor of Montréal and Chair of the Communauté métropolitaine de Montréal, Denis Coderre. Contact MTL is a unique opportunity to show the world that Greater Montréal has international-calibre assets. I invite our proud and passionate citizens to become actively involved by becoming ambassadors to promote our metropolis to the world. Shared objectives and complementary networks Many of Greater Montréal s top businesses and institutions with complementary missions, expertise and networks, are actively taking part in this collective push to promote the region. The Contact MTL initiative stems from a shared desire to enhance Greater Montréal s international profile and strengthen its position as a leading economic, technological, cultural and higher education metropolis, explained Louis Arseneault, Vice President Talent Attraction, Promotion and Communications, Montréal International. With increasing competition among the world s major cities, a metropolis ability to attract foreign investment, international organizations, skilled workers, students and international conventions is largely determined by its image, he added. Montréal is lucky to be one of the biggest university cities in the world. At McGill, being open to the world is part of the university s DNA; we enthusiastically welcome initiatives such as Contact MTL that will promote the advantages of our metropolis, not to mention the advantages of studying and conducting research here, said Suzanne Fortier, Principal and Vice-Chancellor of McGill University. In order to enhance Greater Montréal s international profile we need to rely on cooperation and concerted efforts from every sector. This is precisely what Contact MTL is all about, and UQAM is proud to be a partner. As part of this initiative, the University is making use of its wide-ranging network and expertise to strengthen the metropolis positioning as a scientific, cultural, social and economic hub, explained Robert Proulx, Rector of Université du Québec à Montréal. Our universities are a powerful asset to Greater Montréal s profile and attractiveness, which is why we are pleased to work with Contact MTL, explained Université de Montréal Rector, Dr. Guy Breton. 2

3 Every year, Greater Montréal universities graduate thousands of students. What unites them is their pride and passion for Montreal. Contact MTL is the perfect vehicle to harness that spirit as we continue to build this great city s reputation, added Alan Shepard, President and Vice-chancellor of Concordia University. No one is better placed than business people to showcase the energy and economic vitality of Greater Montréal abroad. We should be proud of the success of our businesses and promote them to increase the region s visibility around the world. This is why the Board of Trade has been a partner in the Contact MTL project since its creation. We encourage members of the business community to get involved, share Greater Montréal s success within their networks and be the region s ambassadors around the world, said Michel Leblanc, President and CEO of the Board of Trade of Metropolitan Montréal. As a founding partner of Contact MTL, Tourisme Montréal is pleased to count on the support of opinion leaders and passionate supporters of Greater Montréal from all over the world in its mission to position and promote our metropolis on the international stage. Without a doubt, Contact MTL will boost our promotional efforts and help present our city s assets to business visitors and tourists, said Yves Lalumière, President and CEO of Tourisme Montréal. Contact MTL already has over 1,200 ambassadors and more than 4,000 Twitter followers. To register: contactmtl.com Anyone interested in promoting Greater Montréal by becoming an ambassador is welcome to fill out the quick and free registration form at A range of tools are available, including a set of key messages about Greater Montréal s specific strengths, communication channels via Twitter and other social media, as well as a host of information on the brand new Contact MTL dedicated web platform. Contact MTL founding partners Several partners have joined forces with Montréal International to create Contact MTL: Université de Montréal, Université du Québec à Montréal, McGill University, Concordia University, École de technologie supérieure (ÉTS), Polytechnique Montréal, HEC Montréal, Aéroports de Montréal, Board of Trade of Metropolitan Montréal, Tourisme Montréal, City of Montréal, Développement économique de Laval, Agglomération de Longueuil, Palais des congrès de Montréal, Regroupement des collèges du Montréal métropolitain, Table des préfets et élus de la couronne sud, Montréal Council on Foreign Relations, and the Réseau des délégations et délégations générales du Québec à l étranger. About Montréal International ( Montréal International (MI) acts as an economic driver for Greater Montréal to attract foreign wealth while accelerating the success of its partners and clients. Its role is to attract foreign investment, international organizations and skilled workers to Greater Montréal, and promote the region s competitive environment. MI also works to find the best ways to position the region as an attractive investment destination, and make recommendations to various levels of government to support Québec s job-creating, high-value-added industries. Created in 1996, Montréal International is a non-profit organization funded by the private sector, the governments of Canada and Québec, the Communauté métropolitaine de Montréal (Montréal Metropolitan Community) and the City of Montréal. Contact: -30- Céline Clément Public Relations Director Montréal International celine.clement@mtlintl.com Catherine Maurice Press Attaché Office of the Mayor and the Executive Committee City of Montréal

4 CONTACT MTL: AN INTERNATIONAL NETWORK OF AMBASSADORS FOR A STRONG GREATER MONTRÉAL What is Contact MTL and what is its mission? Contact MTL was born of a collective desire to enhance Greater Montréal s international profile, competitiveness and prosperity. In a context of strong international competition, a metropolis international profile is a key factor in attracting foreign wealth (investments, organizations, workers, tourists, students, conventions, etc.). Coming from every sector of activity, Contact MTL s member ambassadors are passionate supporters of Greater Montréal who are willing to use their networks of contacts to promote the metropolis on the international stage. Who are Greater Montréal s ambassadors? Passionate about Greater Montréal, they are Montrealers by birth or adoption They come from all age groups and all walks of life: economy, science, academia, culture, sports, arts, and more... They are inquisitive and plugged in: they keep up with the latest news about everything going on in the metropolis They are active and involved in the community: they use their network of contacts to increase the metropolis s profile on the local, national and international stages What is their role? By sharing news about Greater Montréal s assets and successes, they increase the region s visibility and attractiveness around the world They seek out opportunities to grow and develop the region They help attract more foreign direct investments, international organizations, strategic workers, international students and international conventions to Greater Montréal. Become an ambassador Register online. It s free and quick: 4

5 CONTACT MTL: AN INTERNATIONAL NETWORK OF AMBASSADORS FOR A STRONG GREATER MONTRÉAL Greater Montréal ambassadors: Receive news about Greater Montréal s successes Extend their network of contacts in Canada and around the world Gain access to business opportunities at home and abroad Get to take part in exclusive networking activities Boost their personal and professional image in Canada and abroad Get access to resources created for Contact MTL members What are the tools available? Contact MTL LinkedIn group Exclusive newsletter A new website Who are the Contact MTL founding partners? Aéroports de Montréal Board of Trade of Metropolitan Montréal City of Montréal Concordia University Développement économique de Laval Développement Économique Longueuil École de technologie supérieure (ÉTS) HEC Montréal McGill University Montréal Council on Foreign Relations Montréal International Project initiator and coordinator Palais des Congrès de Montréal Polytechnique Montréal Regroupement des collèges du Montréal métropolitain Réseau des délégations et délégations générales du Québec Tables des préfets et élus de la couronne Sud Tourisme Montréal Université de Montréal Université du Québec à Montréal 5

6 OFFICIAL LAUNCH OF CONTACT MTL GREATER MONTRÉAL AMBASSADORS NETWORK What our partners are saying A metropolis is first and foremost a collective project. Contact MTL is a unique opportunity to show the world that Greater Montréal has international-calibre assets. I invite our proud and passionate citizens to become actively involved by becoming ambassadors to promote Québec s metropolis to the world. Denis Coderre Mayor of Montréal and Chair of the Communauté métropolitaine de Montréal The Contact MTL initiative stems from a collective desire to enhance Greater Montréal s international profile and strengthen its position as an economic, technological, cultural and higher education metropolis. With increasing competition among the world s major cities, a metropolis ability to attract foreign investment, international organizations, skilled workers, students and international conventions is largely determined by its image. Louis Arseneault Vice President Talent Attraction, Promotion and Communications In order to enhance Greater Montréal s international profile we need to rely on cooperation and concerted action from every sector. This is precisely what Contact MTL is all about, and UQAM is proud to be a partner. As part of this initiative, the University is making use of its wide-ranging network and expertise to strengthen the metropolis positioning as a scientific, cultural, social and economic hub. Robert Proulx Rector, Université du Québec à Montréal Our universities provide a powerful asset to Greater Montréal s profile and attractiveness, which is why we are very pleased to work with Contact MTL. Guy Breton Rector, Université de Montréal 6

7 OFFICIAL LAUNCH OF CONTACT MTL GREATER MONTRÉAL AMBASSADORS NETWORK Montréal is lucky to be one of the biggest university cities in the world. At McGill, being open to the world is part of the university s DNA; we enthusiastically welcome initiatives such as Contact MTL that will promote the advantages of the metropolis, not to mention the advantages of studying and conducting research here. Suzanne Fortier Principal and Vice-Chancellor, McGill University Every year, Montreal universities graduate thousands of students. What unites them is their pride and passion for Montreal. Contact MTL is the perfect vehicle to harness that spirit as we continue to build this great city s reputation. Alan Shepard President and vice-chancellor of Concordia University ÉTS is pleased to work with Contact MTL s prestigious partners. Québec s reputation for engineering excellence is already known beyond our borders, and we fully intend to promote it far and wide! Pierre Dumouchel Director General, École de technologie supérieure As a founding partner of Contact MTL, HEC Montréal welcomes Montréal International s initiative to bring together people from all walks of life to promote the metropolis strengths and successes. Our institution welcomes students from more than 147 countries and has a 78,000-strong network of alumni that reaches every corner of the world. We are proud to be able to count on their support to enhance the profile of Greater Montréal. Michel Patry Director, HEC Montréal 7

8 OFFICIAL LAUNCH OF CONTACT MTL GREATER MONTRÉAL AMBASSADORS NETWORK Polytechnique Montréal is a world-class university-level engineering school that builds upon major partnerships in Québec, elsewhere in Canada and around the world. A quarter of Polytechnique students are international students hailing from 118 countries. As they look towards the world in a context of strong international competition, Greater Montréal s universities need to rely on a solid network of ambassadors to raise their profile and attractiveness. This is why Polytechnique has joined with Montréal International as a founding partner of the #ContactMTL initiative. Christophe Guy CEO, Polytechnique Montréal «The air service of a city reflects its attractiveness and the strength of its economy. Therefore we are proud to contribute to Montréal s reputation by constantly enriching the international network of Montreal -Trudeau Airport, as evidenced by many more prestigious direct destinations. James Cherry President and CEO, Aéroports de Montréal The Palais des congrès de Montréal is actively involved in promoting Montréal through the conventions and major events we host; we are pleased to participate in raising the profile of our metropolis through the Contact MTL project. Our city is fortunate to be able to count on the support of thousands of people all over the world who are proud Montrealers at heart. We are pleased to help make this inspiring project a success. Raymond Larivée President and CEO, Palais des congrès de Montréal No one is better placed than business people to showcase the energy and economic vitality of Montréal abroad. We should be proud of the success of our businesses and promote them to increase the city s visibility around the world. This is why the Board of Trade has been a partner in the Contact MTL project since its creation. We encourage members of the 8

9 OFFICIAL LAUNCH OF CONTACT MTL GREATER MONTRÉAL AMBASSADORS NETWORK business community to get involved, share Montréal s success within their networks and be the city s ambassadors around the world. Michel Leblanc President and CEO of the Board of Trade of Metropolitan Montreal As a founding partner of Contact MTL, Tourisme Montréal is pleased to have the support of opinion leaders and passionate supporters of Greater Montréal from all over the world to pursue its mission to position and promote our Metropolis on the international stage. Without a doubt, Contact MTL will further boost our promotional efforts and help present our city s assets to business visitors and tourists. Yves Lalumière President and Chief Executive Officer, Tourisme Montréal DEL is proud to be a founding partner of Contact MTL which is raising Greater Montréal s profile on the international stage. The Longueuil agglomeration s industrial zones and parks are home to more than 2,000 businesses including major headquarters and internationally renowned companies. We welcome this innovative project which brings the community together in highlighting our metropolis success stories. Julie Ethier Operations Chief, Développement Économique Longueuil Laval is the second-largest city in the Greater Montréal area. This is why we are delighted with this partnership which will help Laval enhance its profile as well as that of its businesses and ambassadors. Virginie Dufour Member of the Executive Committee, City of Laval 9

10 OFFICIAL LAUNCH OF CONTACT MTL GREATER MONTRÉAL AMBASSADORS NETWORK Montréal s colleges welcome Contact MTL. We are helping to raise Montréal s profile around the world by training people who will be outstanding ambassadors. Whether they choose to go on to university, work in one of our strategic sectors here in Québec, or decide to return to their country of origin, the Montréal community will benefit from our graduates networks of contacts. Pierre Brodeur General Manager, Regroupement des collèges du Montréal métropolitain We support Contact MTL because we believe in Greater Montréal and its strengths. It is important to instill a shared vision to tell the world about this well-kept secret. Greater Montréal s creativity is often recognized, but its successes don t always get the publicity they deserve. This has to stop: we need to shine a spotlight our metropolis. It s important to get the word out about our achievements. Leading by example will bring about even more success and this is precisely what we are aiming to do with Contact MTL. Claude Haineault President, Tables des préfets et élus de la couronne Sud Mayor of Beauharnois 10

11 A NETWORK OF COMMITTED AMBASSADORS DANIELE HENKEL Founding President, Entreprises Danièle Henkel As an immigrant, I chose Montréal for its diversity, openness and outstanding creativity. Not only is it a cultural and business hub, it is a source of great pride for all Montrealers whether they were born here or have adopted the city as their own. The metropolis international profile is built on the mobilization of each and every one of us. Our collective talent, common values of respect, and our pride will enable us to achieve our objective. By working together, we can continue to draw the world s attention to the wealth of opportunities offered by our great city. ANDY NULMAN Montréal-based co-founder of the Just for Laughs comedy festival and Chief Attention Getter of the Society for the Celebrations of Montréal s 375 th anniversary Montréal is a magnet for smart, creative people with the ambition to achieve something different. When you have a passion, you want to share it and bring others along for the ride. Becoming a Montrealer is worth it believe me. CHRIS ARSENEAULT Managing Partner, inovia Capital Montréal has been a well-kept secret for too long! I am an ambassador because I want to show our potential to the whole world. 11

12 A NETWORK OF COMMITTED AMBASSADORS MONIQUE LEROUX Chair of the Board, President and CEO, Desjardins Group What s really important for me is being truly involved in the community. Montréal has given me so much; it is important that we keep developing our city, which is why I am a Greater Montréal ambassador. CHRISTOPH SCHEWE Managing Director, The International Federation of Air Line Pilots' Associations (IFALPA) came to Montréal from Germany in 2013 Why become a Greater Montréal ambassador? It s THE ideal place to build a new life. Montréal has been so good to me, I want to give something back. FABIENNE COLAS Businessperson and Film Director, arrived from Haiti in 2003 Montréal is home to people from every corner of the world. This speaks to our city s attractiveness on the world stage. I invite you to join me by becoming a Greater Montréal ambassador. If you ve never been here before, get ready to fall head over heels in love with Montréal! 12

13 GREATER MONTRÉAL S GLOBAL MEDIA PRESENCE IN THE FOREIGN PRESS, GREATER MONTRÉAL IS PRAISED FOR: Its fun side (festivals, fine dining, tourism) Its creativity Its community spirit Its openness to diversity (e.g., immigration, the LGBT community) Its academic environment that is conducive to learning and research BUT ITS BUSINESS NEWS ATTRACTS LITTLE MEDIA COVERAGE Most popular topics in : Culture 36% Tourism and fine dining 22% Sports 9% News stories 6% Immigration 4% Relationships with cultural communities 5% Society 4% National unity 3% Education 3% Politics 2% Technology 2% Business 2% Other 2% Greater Montréal is praised in the international press for its vibrant cultural scene, sporting events, academic research and fine dining. However, its economic, technological and academic successes are not sufficiently promoted either at home or abroad, pointed out Jean-François Dumas, President, Influence Communication. GREATER MONTRÉAL 3 RD MOST TALKED-ABOUT CANADIAN CITY IN THE WORLD 1. Toronto: 36.35% 2. Vancouver: 15.84% 3. Montréal: 13.98% 4. Ottawa: 11.18% 5. Calgary: 8.13% 13

14 GREATER MONTRÉAL S GLOBAL MEDIA PRESENCE GLOBAL MEDIA COVERAGE FOR GREATER MONTRÉAL FROM 2005 TO 2015 The golden age ( ) In the early 2000s, Greater Montréal received very positive reviews abroad. Culture and tourism accounted for 70% of international coverage. The dark times ( ) In 2012, the social and political upheaval in Montréal turned the media s attention to news stories, which accounted for 21% of international coverage and eclipsed all other topics. The rebound ( ) In 2014, Montréal began to shine again in the foreign media. Culture and tourism moved up and now account for 58% of international coverage. It definitely looks like Greater Montréal and its brand image are back on track. The new mayor played a big part in that. Denis Coderre generates about 15 times more media coverage than his predecessor. An elected official who is so available for media appearances helps cast a more neutral or even positive light on any issue, added Mr. Dumas. Methodology Report of findings prepared by compiling hundreds of analyses conducted by Influence Communication from 2005 to About 10 million occurrences, 160 countries, 15 languages Newspapers, weeklies, radio, television, social media Contact: Jean-François Dumas President, Influence Communication jfdumas@influencecommunication.com Telephone: , ext