A group of enterprising admen are seeking to brand the isolated, largely French-speaking city as “the perfect human laboratory” for global companies to test their advertising strategies
From The Globe And Mail:
When MasterCard Worldwide went on the prowl for a testing ground for a new big budget ad campaign using its “Priceless” tagline, the company was looking for a “purer” market with less exposure to U.S. advertising.
It chose Montreal.
“It's an isolated market with very little ‘spill' from outside,” said Lilia Tomovich, MasterCard's Toronto-based vice-president of brand marketing, citing a much lower level of U.S. advertising penetration compared with the rest of Canada.
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