STM / Publishing

STM - Partnership with NIGHTLIFE.CA

Target:

Montrealers, aged between 20 and 30 years

Market:

Montreal

Objectives:

Rejuvenate the brand’s image and encourage Montrealers to use public transportation for their outings.

Strategy:

The STM brand was integrated to the content in a credible and relevant manner, for the duration of one year. – The magazine provided exclusive sponsorship of the "Tour de Ville" section to the STM, a section that presents new establishments through interviews and reviews. – The editorial content of the magazine was modified in order to publish an article on a topic related to the STM, written by a columnist from the magazine. Also, monthly articles on the STM’s green initiatives, written by the client, appeared in the magazine’s newsletter. – Banners and full pages adjusted to the colors of the STM, were added to the pages of the magazine, and the brand was brought to mind due to the inclusion of visual elements in the colors of the STM in the graphic layout of the magazine. – For each establishment listed in the magazine’s online directory, the STM’s metro stations and bus lines in proximity were added.

Results:

With this strategy, the STM increased its visibility, updated its image and contributed to the adoption of behaviour conducive to the collective movement. This integration with existing content enabled it to position itself as an essential part of Montreal's cultural life and ensure a clear presence of its brand.