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2018AAPACommunicationsAwardsProgramEntryClassification:OverallCampaignEntryTitle:ThePortattheHeartofHistorySummaryAsafoundingcomponentoftheCityofMontreal,akeyplayerinthesettlementandindustrializationofCanadaandaresponsiblecorporatecitizen,theMontrealPortAuthority(MPA)wantedtobeattheheartofcelebrationsin2017markingthe375thanniversaryofMontrealandthe150thanniversaryoftheConfederationofCanada.Itcreatedaspecialcampaign,ThePortattheHeartofHistory,withathree-prongedapproach:anadvertisingcampaign,anhistoricalvideoandasocialmediainitiative.Thecampaigndrewonthewealthoftheport’srichhistorytohighlightthebenefitsandvalueofportandshippingactivitiesinMontrealbothpastandpresent.Thecampaignwaspartofourcontinuingcommunicationsefforttoraiseawarenessabouttheportwiththegeneralpublic,andinparticularportneighbours,aswellaswithotherstakeholders.

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1.Whatare/weretheentry’sspecificcommunicationschallengesoropportunities?ChallengesThePortofMontrealisamajorinternationalportthathandleseachyearmorethan2,000shipscarryingsome38milliontonnesofalltypesofcargotoandfromallpartsoftheworldandwelcomesinternationalcruisevesselsandtheirguests.Theportstretchesalong16milesofwaterfrontanditscargo-handlingoperationsaregenerallyhiddenfrompublicview.ItalsoisoftenconfusedwiththeOldPortofMontrealrecreationandtourismsite.Ourchallengewastocreateawide-rangingcampaignthatwouldhighlightMontreal’smaritimeheritagewhileatthesametimeprovideMontrealers,andinparticularportneighbours,withagreaterunderstandingofhowtheportoperatesanddeliverkeymessagesabouttheimpactofportoperationsontheeconomyandtherolethattheportplaysinpeople’sdailylives.OpportunitiesThecampaignprovideduswiththeopportunitytoshowcasetheport’sroleasafoundingelementofthecityandakeyplayerinthesettlementandindustrializationofCanada,explaintheportandprojectitsimage,deliverkeymessagesabouttheimportanceofportandshippingactivitiespastandpresent,highlighttheport’sbenefitsandvalue,andraisegeneralawarenessabouttheport.

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2.Howdoesthecommunicationusedintheentrycomplementtheorganization’soverallmission?ThePortofMontrealisaNorthAmericanseaportattheheartofthecontinentandahubforworldtrade.OurmissionistocontributetotheprosperityofourclientsandpartnersandtotheeconomicdevelopmentofGreaterMontreal,QuebecandCanadawhilerespectingtheenvironment.Ourvisionistobeadiversified,successfulandinnovativeportthatexercisesinspiringleadershipandprovidescompetitivevalue-addedservices,makingitapartnerofchoiceinthelogisticschain.Withinourmission,thecampaigncommunicatedourvaluesof:

Ø Responsibility.Thecampaigndemonstratedourwillingnessanddesiretofulfilourroleasaresponsiblecorporatecitizen,thatweareasustainableorganizationthatvaluesourneighbouringcommunities,theenvironmentandourcontributiontotheeconomy,andthatweactinaccordancewiththerulesofconductdictatedbyhonesty,transparencyandaccountability.

Ø Commitment.ThecampaignconfirmedourcommitmenttohelpMontrealersmaketheporttheirownandbeproudtodefinethemselvesascitizensofaportcity,andourcommitmenttocreatethebestpossibleexperienceforourclientsandpartners.

Fromanhistoricalperspective,thecampaignremindedpeoplethattheportisthesitearoundwhichthecity’sfirstneighbourhoodsbegantotakeshape.Itdepictedtheport’spivotalroleintheethnoculturaldevelopmentofMontrealasthelandingpointforimmigrants.Ithighlightedthattheportwasakeyplayerinthesocioeconomicdevelopmentofthecity,theprovinceandthecountry,andhelpedstrengthentradebetweenNorthAmericaandEurope.Fromamodern-dayperspective,itraisedgeneralawarenessabouttheportwhiledemonstratingthattheportis:

Ø Avitalinternationalcargologisticshubthatplaysamajorroleinglobaltrade,handling38milliontonnesofalltypesofgoodsannuallyandconnectingfivecontinentsandmorethan140countriestoaNorthAmericanmarketof110millionconsumers.

Ø AstrategictoolforeconomicdevelopmentandacatalystforeconomicgrowthforMontreal,QuebecandCanada:portactivityinMontrealisresponsiblefor$2.1billionannuallyinaddedvaluetotheCanadianeconomy.

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Ø Acreatorofjobs:portactivityinMontrealsupports16,000direct,indirectandinducedjobs.

3.Whatwerethecommunicationsplanningandprogrammingcomponentsusedforthisentry?Goal:OurgoalwastohavethegeneralpublicgainagreaterappreciationofMontreal’srichporthistoryandmaritimeheritagewhileatthesametimefamiliarizethemselveswithcurrent-dayportactivitiesandbeabletobetterunderstandtheimportanceoftheport,itsimpactontheeconomyandtherolethatitplaysintheirdailylives.Objectives:

Ø Deliverpertinentmessagesabouttheportinaclear,conciseandvisuallyappealingmanner.

Ø Getclosertothecommunity.Ø ReachouttoMontrealersandinteractwiththemdirectly.Ø RemindvariousstakeholdersabouttheimportanceofthePortofMontreal.

TargetAudiences:Primaryaudience:TheportisgenerallyhiddenfrompublicviewandoftenmistakenfortheOldPortrecreationandtourismsite.WeuseallopportunitiespossibletodeliverkeymessagesabouttheporttoresidentsofGreaterMontreal.Thiswasourprimaryaudienceforthecampaign,inparticularourportneighbours–the16,000householdswithin1,000feetoftheportthatwehaveidentifiedaremostconcernedbyportactivity.Theporthasmadeitaprioritytostrengthenandmaintaindialoguewiththeseneighbours.Itisapartnerinmanyprojectsledbyorganizationsworkingtoimprovethecommunity’squalityoflife,ensureitseconomicdevelopmentandprotectitsenvironment.ThroughourNeighboursofthePortprogram,weholdinformationsessionstoinformneighboursaboutprojectsintheirarea,andsendthemourLogbookcommunitye-magazineaswellasspecialinvitationstocertainevents.Thankstotheseinitiatives,weknowthisaudiencequitewell.

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Secondaryaudience:Federal,provincialandmunicipalgovernmentofficials;associations,organizationsandstakeholdersthathavestrategicallianceswiththeport;businessleaders;partnerssuchasrailwaysandtruckingcompanies;portclientsandpotentialclientsincludingshippinglinesandagents,terminaloperators,importersandexporters,freightforwardersandlogisticsproviders;teachersandstudents;andthemedia,includingthegeneralnewsmediainMontreal.Wetargetedtheseaudiencesinordertoraiseawarenessabouttheport,showcaseitscompetitiveadvantages,highlightitseconomicbenefitsanddemonstrateitsimpactoneverydaylife.4.Whatactionsweretakenandwhatcommunicationoutputswereemployedinthisentry?Asafoundingcomponentofthecity,akeyplayerinthesettlementandindustrializationofthecountryandaresponsiblecorporatecitizen,theMPAwantedtoplayaspecialroleinandcontributetocelebrationsin2017markingthe375thanniversaryofMontrealandthe150thanniversaryoftheConfederationofCanada.Wedevelopedathree-prongedstrategyinvolvinganadvertisingcampaign,anhistoricalvideoandasocialmediainitiative.AdvertisingCampaignTheCommunicationsDepartmentbeganworkingwiththeMPA’sadvertisingagency,OgilvyMontréal,inautumn2016todeveloptheadvertisingcampaign.Together,wecameupwithathemethatwouldmakethemostoftheport’srichhistory.Wewantedthecampaigntohaveaplayfultoneandbeorientedaroundhistoricalfactsthatarebothsimpleandimpactful.ThreevariationsonthethemeshowcasedthevitalrolethattheporthasplayedinMontreal’sdevelopmentthroughtime:

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Ø Avantdelafonderilfallaitydébarquer(Youhavetogoashoretobuildacity).Ø Avantlescargosilyavaitdescanots(Beforecargoshipstherewerecanoes).Ø Paricisontarrivésvosancêtres(Thisiswhereyourancestorsarrived).

WelaunchedthecampaignwiththedigitaladvertisementAvantlescargosilyavaitdescanots(Beforecargoshipstherewerecanoes)ontheFrench-languageLaPresse+informationtabletproductonFebruary24aspartofaspecialfeatureonthemaritimeindustry. Threedayslater,strategicallylocatedbillboardsstartedtopopuponstreetsnearthePortofMontreal.

Billboardscontinuetobeavisiblepartofthelandscape,andprofessionalswithintheadvertisingindustryconsiderbillboardmarketingtobeoneofthemosteffectiveadvertisingmediumsavailable.Ourbillboardcampaigncoveredthreephasesoveratotalperiodof16weeks:eightfacesfromFebruary27toMarch25,andsevenfacesfromApril24toMay21andSeptember18toNovember12.

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AseconddigitaladraninLaPresse+onOctober1inaspecialmaritimetransportationsection.WealsocreatedspecialadsthatwerepublishedinLaPresse+andintheEnglish-languageMontrealGazettedailynewspaperonMay17,thedateofMontreal’s375thanniversary,andonCanadaDay,July1,asaremindertoresidentsofGreaterMontrealandthebusinesscommunityofthekeyroletheporthasplayedintheeconomicdevelopmentofthecityandcountry.

Wealsoplacedadsinspecializedportindustryandlocalbusinesspublicationsthroughouttheyear.WepromotedthecampaignonourTwitteraccount(2,125followers)andFacebookpage,wherethemajorityofour7,650followersareresidentsofGreaterMontreal,aswellasonourmorerecentsocialmediaplatform,PortWindow,whichprovidesawindowontheport,itshistory,itsplayersanditsneighbours,andbysendingoutaPortInfoExpresstothe6,000peoplewhosubscribetothee-newsletter:https://www.port-montreal.com/en/piexpress-feb-en.html#n2Thebudgetfortheadvertisingcampaignwas$170,000.

THE HISTORY OF MONTREAL

IS OUR HISTORY TOO

From ferrying furs to exporting cutting-edge technologies, the Port of Montreal has always propelled the economic

development of this city. This is why today, we both celebrate

our shared past and continue to invest in a thriving future.

PortMontreal

PRODUCTION EN STUDIO 15 MAI 2017 5:46DOSSIER / PROJET VERSION

APPROBATIONS11360 PDM CORPO 1/4 PAGE THE GAZETTE ENG

CLIENT PORT DE MONTRÉAL

DIRECTEUR DE CRÉATION SERVICE À LA CLIENTÈLE

FORMATS 5,095” X 10,214” 1/4 page Verticale

DIRECTEUR ARTISTIQUE CLIENT

CRÉÉ PAR Benoit

RÉDACTEUR STUDIO

C M Y K

WE’VE SAILED A LONG WAY TOGETHER,

CANADA!

PortMontreal

PRODUCTION EN STUDIO 27 JUIN 2017 3:12DOSSIER / PROJET VERSION

APPROBATIONS10912 PDM CORPO 1/4 PAGE THE GAZETTE_V03 ENG

CLIENT PORT DE MONTRÉAL

DIRECTEUR DE CRÉATION SERVICE À LA CLIENTÈLE

FORMATS 5,095” X 10,214” 1/4 page Verticale

DIRECTEUR ARTISTIQUE CLIENT

CRÉÉ PAR Benoit

RÉDACTEUR STUDIO

C M Y K

From the founding of Ville-Marie until Confederation, the Port of Montreal played a key role in Canada’s economic and social

development. Nowadays, we remain a vital hub of trade and contribute

in making our country strong, proud and richly diverse.

Happy Canada Day!

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Tocomplementtheadvertisingcampaign,theMPAdevelopedtwodigitalproductspresentingaseriesofspectacularimages.HistoricalVideoWeproducedavideoentitledTradingwiththeWorldfromThentoNowandreleaseditonourYouTubechannel:https://youtu.be/A_evyqpiqLA.Throughaseriesofimagescombinedwithanimation,thevideo,intwominutesand25seconds,bringsMontreal’srichporthistorytolifeandshowshowcloselythePortofMontrealistiedtothecity’sbirthandgrowth,andthatitisamajorinternationalportthattradeswiththeworld.Alinktothevideowassenttooure-newslettersubscribers.InadditiontoreleasingitonourYouTubechannel(200subscribers),wealsopostedittoourTwitteraccountandFacebookpage.FourMPAPublicAffairsandRecordsManagementemployeesandfiveemployeesofBradadvertisingagency,whichspecializesinstorytellingspecificallyadaptedtosocialmedia,workedonthevideo,writingthescripttocraftkeymessagesandchoosingimages.ThescriptwaswrittenandapprovedbetweenOctoberandDecember2016.Bradthenputthevideointoproduction,usingimagesfromMPA,CityofMontrealandMcCordMuseumarchives.TheMPAandBradcreatedaproductionscheduletodeliverthevideointimeforourGold-HeadedCaneceremony,wherewepresentaGold-HeadedCanetothecaptainofthefirst-oceangoingvesselinporteachyear,onJanuary4,2017.Thebudgetforthevideowas$38,000.SocialMediaTheseconddigitalproductpresentingaseriesofspectacularimageswasourMontrealThroughoutTimeinitiative.TheMPAworkedwithdigitalagencyRessactodevelopacontentstrategythatwouldshowtheportasafoundingelementofthecityandcreategoodwillwiththepublic.TheMPAsharedonaregularbasis,fromMarch29toDecember15,2017,theport’shistoryinimages,fromthebeginningofthe20thcenturywhentheportwasexpandingandstartingtobuilditspiersandbasins,onitsFacebookandInstagram(2,175followers)pages,aswellasonPortWindow.

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Peoplewereabletofollowtheport’shistoryinimagesonFacebookat:https://business.facebook.com/pg/PortMontreal/photos/?tab=album&album_id=1368266796566918OnInstagramat:https://www.instagram.com/portmtl/withsomespecificexamplesatthefollowinglinks:https://www.instagram.com/p/BccsuvsBW1M/?taken-by=portmtlhttps://www.instagram.com/p/BaKIN8kHts5/?taken-by=portmtlhttps://www.instagram.com/p/BXi8YIAAOv9/?taken-by=portmtlAndonourPortWindowat:http://lehublot.port-montreal.com/en/montreal-throughout-time-an-exclusive-peek-into-the-history-of-montreal-and-its-port/RessacworkedwithourCommunicationsandRecordsManagementDepartmentstoselectexclusivearchiveimagesanddevelopaccompanyingtexts.Anewseriesofphotos,coveringsubjectsrangingfromcontainerterminalsandtherailwaynetworktoGrainElevatorsNo.1andNo.2andtheIbervillePassengerTerminal,werepostedeverytwotothreeweeks.Thetotalbudgetforthesocialmediainitiativewas$5,000.5.Whatwerethecommunicationsoutcomesfromthisentryandwhatevaluationmethodswereusedtoassessthem?Reactiontothecampaignwasextremelypositive.Itsucceededinmeetingthefollowingobjectives:Objective:Throughourbillboardcampaign,wewantedtoreachouttoasmanypeopleaspossible,inparticularresidentsofGreaterMontrealandportneighbours,raiseawarenessabouttheport,deliversimple,clearandconcisemessages,andgetclosertothecommunity.Result:OuradvertisingagencyOgilvyMontréalreportedthatthecampaigndeliveredbetter-than-expectedresults.

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Phases1and2(February24toMarch25andApril24toMarch21):Ø NumberofGrossRatingPoints(GRPs)delivered:385.Target:285.Ø Sixextradaysoneightfaces.Ø Numberofimpressionsdelivered:16.3million.Target:11.1million.Ø 47%morevisibilityforanaddedvalueof$14,048.

Phase3(September18toNovember12):

Ø NumberofGRPsdelivered:280.Target:257.Ø Threeextradaysoneightfaces.Ø Numberofimpressionsdelivered:11.6million.Target:10million.Ø 16%morevisibilityforanaddedvalueof$4,720.

Objective:Throughourmediaadvertisingcampaign,wewantedtohighlighttheport’seconomicbenefitsandshowcaseitscompetitiveadvantagestoresidentsofGreaterMontrealandthebusinessandmaritimecommunities.Result:OuradvertisingagencyOgilvyMontréalreportedthatouradvertisingcampaigninLaPresse+(half-screenadvertisementsinfourissues)deliveredbetter-than-expectedresults:Issue Numberof

estimatedimpressions

Numberofimpressionsdelivered

Numberofimpressionsdelivered

overnumberofestimatedimpressions

VisitstothePortofMontrealwebsite

February24 136,500 148,029 108.45% 63May17 136,500 146,683 107.46% 63July1 120,700 172,682 143.07% 27October17 136,500 150,033 109.91% 217Objective:Wewantedasmanypeopleaspossibletoseethehistoricalvideoanditskeymessages.Result:FromApril11,2017,tolateApril2018,thevideohadmorethan1,300views,whilehundredsofpeoplewatcheditateventsandconferences,suchasourGold-HeadedCanepresentationceremonyinJanuary2017.

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Objective:Throughoursocialmediainitiative,wewantedtodelivermessagesaboutMontreal’srichporthistoryandmaritimeheritageaswellasinformationonthecurrent-dayport,theimpactishasontheeconomy,andtherolethatitplaysinpeople’sdailylives.Result:OurdigitalagencyRessacsaidthattheinitiativewas“agreatsuccess.”OurFacebookpageresultsshowthefollowing:

Ø Reach:370,419peopleØ Impressions:1.13millionØ Engagements:57,417Ø Costperengagement:$0.08Ø Engagementrate:5.07%

“Theoverallperformancewithregardstoengagementareverygoodwithacostperengagementof$0.08andanengagementrateof5.07%.Contentoriginality,targetingandtheeditorialcontentexplainthisstrongperformance,”Ressacsaid.WealsoreceivedmanypositivecommentsfromourFacebookpagefollowers,suchas:

Ø “Wonderfulinitiativetoretracethesehistoricmoments.Thephotosarealsosuperb.Theportismyfavouritethingtofollowthissummer.”

Ø “Greatportraitoftheevolutionofacitythankstoitsport.Greatrespectforallthose(workers)whohavebeeninvolved.”

Furthermore,withregardstotheoverallcampaign,ininformaldiscussions,peopletoldusthattheyenjoyedtakingatripthroughhistory,andmanyreminiscedthattheirancestorshadarrivedinCanadafromoverseasthroughthePortofMontreal.Theysaidthatmessagesabouttheport’sbenefitsandvalueweredeliveredclearlyandconcisely.Manyaddedthatpriortoseeingthecampaign,theyhadlittleornoideaoftherolethattheportplaysintheireverydaylivesandthatitisresponsiblefordeliveringmanyoftheitemsthattheyconsumeanduseonadailybasis,fromfoodproductsandfreshproducesuchasfruitsandvegetablestoelectronicdevicesandpaperproducts.ThecampaignclearlyallowedthegeneralpublictobetterunderstandthevitalrolethattheportplaysintheeconomicandsocialfabricofMontrealandinpeople’sdailylives,anditexpressedtheport’sdesiretogetclosertoitscommunityandfulfilitsroleasaresponsiblecorporatecitizen.