There has always been a rivalry between Montréal and the rest of Québec. Tourisme Montréal and Touché decided to playfully re-ignite the flame between the two cities with the “From Montréal, With Love” campaign. The message of the campaign was: “Dear Québec, I’ve changed. Come back and see me. Montréal”. The agency used television, online, buses, wild advertising and radio to get the message across, with each ad customized for different areas in the province. Touché also placed ads in the classifieds of local newspapers, as though Montréal were looking for its soulmate. The campaign was integrated within local radio shows, with the tourism board dedicating love songs from Montréal to different regions of Québec. Finally, the agency sent Québecers an actual love letter “From Montréal, With Love” through direct mail.