Public Markets of Montreal is a corporation of 250 members, vendors and merchants from the city’s 15 markets, which include: Marché Jean-Talon, Marché Atwater and Marché de Maisonneuve.
Objective: Public Markets of Montreal recently redesigned their logo. They asked H2O communication to increase brand awareness for the markets with a new logo. They also wanted to reach a wider target market.
- Strategic reflection
- Market analysis
- Competitor research
- Media plan
- Advertising campaign
We created an advertising campaign that focuses on the benefits of public markets as opposed to grocery stores, in other words, the producers and merchants, their specialties and the unique atmosphere. The media plan was specifically targeted to reach a younger demographic using media they consume: social media and public transportation. The campaign emphasized the logo to create brand recognition and increase notoriety.
Results: We attained our objectives. The campaign has been seen over 4 million times in web and print advertisements combined, resulting in a major gain in notoriety, and increase of their social media fan base by 36% (among the desired target market).