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​ as its lead agency for brand and marketing communications. Leveraging its proven expertise in the tourism sector, Cossette will support Tourisme Montréal in creating and executing campaigns that position Montreal as a top choice for both leisure and business travellers.

As tourism continues to evolve at an accelerated pace—shaped by changing consumer expectations, technological advances, and shifting socio-economic factors—Cossette will draw on its full range of disciplines, from strategy and creativity to innovation, to drive the organisation’s business performance. The goal: to showcase Montreal’s vibrant, welcoming, and forward-thinking character on the world stage.

“Our partnership with Tourisme Montréal spans over eight years, during which we’ve helped create digital experiences that have become benchmarks in the tourism industry,” said Jean Hugo Filion, senior vice-president and general manager at Cossette Montreal. “We’re excited to take our collaboration to the next level, bringing together our strengths in brand strategy and campaign development with our established leadership in technological innovation to elevate Montreal’s global visibility.”

“We’re thrilled to continue our journey with Cossette as we work to further strengthen the already remarkable positioning of our destination, both nationally and internationally,” added Sylvie Charette, chief marketing officer at Tourisme Montréal. “Their deep expertise in brand strategy and multi-market campaigns, along with their thorough understanding of the tourism landscape, perfectly aligns with our ambitions for impact and innovation.”

With a dedicated team of specialists across its offices, Cossette will work to amplify the brand in key markets, including Canada, the United States, and France.