How to negotiate a program 100% dedicated to a destination?

Objectives

Develop visibility on all the operations launched by Montreal on the occasion of its 375th anniversary and increase the number of French tourists

Approach

One of the PR activations carried out by the agency was to relocate the set of a TV show for the general public: Télématin. The city becomes the thread of the show, and different chronicles have helped to highlight various angles: design, gastronomy, culture, etc. We chose Télématin on France 2, which is the first morning in France with nearly 1 million viewers. Program presented (at the time) by William Leymergie

Results 

1 LIVE PROGRAM DEDICATED TO MONTRÉAL

AUDIENCE: 4 MILLION WATCHERS
AVE: 430 000 €