Going Green in Montreal: Interactive Installation by Tourism Ireland and Air Canada Highlights YUL-DUB Service

Tourism Ireland and Air Canada's "Press the Green Button" bus stop.
Tourism Ireland and Air Canada’s “Press the Green Button” bus stop.

Tourism Ireland and Air Canada have teamed up for a 6-week “Press the Green Button” campaign in downtown Montreal, highlighting the airline’s seasonal non-stop YUL-DUB servicing and inviting travellers to Ireland.

The campaign includes advertising on 72 bus shelters across the city of Montreal, along with a hero stunt location.

The stunt location, identifiable by a giant green shamrock, targets the highly trafficked corner of Rue Peel & Boul Rene Levesque (Dorchester Square) in downtown Montreal. Digital screens are activated by pressing a green button, which then burst into life with video and traditional Irish music giving travellers a sense of what they can expect on the Emerald Isle.

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The display was also featured on Salut Bonjour, one of Montreal’s top morning shows during peak reach weather segments, with the campaign intended to deliver 1.32M impressions across the city of Montreal throughout JUL.

“This campaign aims to showcase the Emerald Isle to the important Quebec market as we invite vacationers to ‘Press the Green Button’ and book their next trip today!” said Sandra Moffatt, Manager, Tourism Ireland, Canada.

For more information on Tourism Ireland, visit its web site.

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