Greater Montréal’s global media presence: Highlights

October 6, 2015

As part of the official launch of Contact MTL, Montréal International has unveiled the highlights of a study on Greater Montréal’s global media presence, conducted by Influence Communication (www.influencecommunication.com).

The study reveals that Québec’s metropolis is especially praised for its fun side (festivals, fine dining, tourism), its creativity, its community spirit, its openness to diversity (e.g., immigration, the LGBT community) and its academic environment that is conducive to learning and research. However, its business environment and high-tech industries only retain 4% of global media attention on Greater Montréal. “Our economic, technological and academic successes are not sufficiently promoted – either at home or abroad,” pointed out Jean-François Dumas, President, Influence Communication.

The study also demonstrates that Greater Montréal’s overall media coverage over the last decade gathers in 3 distinct periods:

The golden age (2005-2012)

In the early 2000s, Greater Montréal received very positive reviews abroad. Culture and tourism accounted for 70% of international coverage.

The dark times (2012-2013)

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 (2014-2015)

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.

Global media coverage on Greater Montréal – most popular topics in 2014-2015:

  • 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%

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