It is through emotion that the Board of Trade of Metropolitan Montreal wants to convince workers and employers to return to downtown. To do this, she launched this Monday the advertising campaign “I love to work downtown” with a slam by Montreal artist Antoine Leclerc who performed at a press conference.
Rather than bet on the economic importance of a return to the city center, which suffered greatly during the pandemic, the multiplatform campaign deployed over several weeks will focus on verbs that want to arouse the pleasure of being in the city center to dine at a restaurant with colleagues or go out after work to see a performance, such as “getting together”, “getting motivated” and “entertaining”.
“We want to have a positive emotion, of envy, of desire, of love, which reflects the I love working downtown,” said Michel Leblanc, President and CEO of the Montreal Chamber of Commerce. metropolitan. We are also trying to attract young workers in “sneakers” rather than those in “ties”.
And the best way to get back to the city center is by public transport, underlined the Minister responsible for the Metropolis and the Montreal region and Minister for Transport, Chantal Rouleau, present at the event. She recalled that the metro and the bus were safe for users and that there had been no outbreaks in recent months.
PHOTO MARTIN TREMBLAY, THE PRESS
Artist Antoine Leclerc performed with a slam in Montreal.
The Minister took advantage of the press briefing to announce that the pricing would change on 1er December, but that the use of public transport to the city center would not be free. RTM will make an announcement shortly. This would be a model of day tickets to allow workers to travel as many times as they want during their day in person at the office.
“Seeing the place taken by all teleworking, which is now part of certain habits, we must modulate public transport,” she said. There are more cars than in 2019 on the island of Montreal, raised the Minister, “it’s disturbing, this situation must be corrected”.
According to the Chamber’s analysis, the return to the city center will take 12 to 18 months.
At the end of August, 47% of employers told the Chamber that the return had begun in their business. An update for this survey will be released shortly.