Influencers New Brunswick bus!

Type: Experiential
Client: New Brunswick
Support: Event in Quebec city

A New Brunswick branded bus hosted a lively party for some lucky commuters and a group of influencers sourced by MO:PR. The interior was transformed into a New Brunswick fun galore, and everything, from the entertainment to the food was NB inspired. Rather than pick one or two influencers, our approach is to develop a high volume of material that goes in

Rather than pick one or two influencers, our approach was to develop a high volume of material that goes in market all at one time, thereby creating an explosion of impact and awareness.

Quebec stars for public relations

Launching a product in the Quebec market can feel daunting especially for a company outside the province. The language barrier and the cultural uniqueness are only the top reasons why companies look for ways to crack the French code. There are many ways for a company to reach the Quebec market without making a faux pas, but one sure way to build a bridge between the French culture and a product is by leveraging the dynamic star Quebec system. Local celebrities can give you almost instant credibility with an authentic voice carrying your message.


Quebec has a veritable constellation of francophone stars who have never crossed over


Given her media (over)exposure, you could be forgiven for thinking Céline Dion was the only star Quebec has ever produced. In reality, the province has many native stars, whose projects and personal lives receive so much coverage on talk shows and gossip rags that they’re practically like family. Take the ubiquitous Véronique Cloutier, or “Véro” as she is familiarly known: having started out as a VJ, she’s now a one-woman media empire, Quebec’s answer to Oprah, with radio and TV shows and her own magazine. Marina Orsini, Richard Séguin, Robert Charlebois, Paul Piché, Mitsou Gélinas… the list of household names unknown to the rest of Canada goes on and on. On the other hand, your average Quebecer thinks George Stroumboulopoulos is the name of a Greek restaurant and Jian Ghomeshi a type of curry, so what goes around comes around.


How to choose a Québec spokesperson


You first have to do your homework, be clear about the objectives of your communications program and what you’re hoping to accomplish before you make your choice.

There are many factors that come into play when you want to hire a spokesperson. But, If you only do one thing this is what you do. You first establish your yardstick for success. This is crucial. What does success look like?


Then you turn yourself to the actual factors that will determine your choice of a spokesperson.

I want to talk about my 4 most important criterion to check before making a final decision.


1. Make sure he or she has a Good Connection to Your Cause/Product: Does your spokesperson have a strong personal story that will resonate? It is important to measure the ‘personality fit’ of a spokesperson. Look up his or her personal social network. You can get a lot of valuable information that way. And don’t forget to interview the person. But, when there is a personal connection to a cause/product and the spokesperson is credible, it can have a great impact, regardless if the local star is lesser known.


2. Media opportunities: Does the person have media channels to express himself/herself openly? If the local celebrity gets regular exposure on mass media in the province of Québec, you stand a chance to gain credibility much faster than only using the spokesperson in advertising materials.


3. Think about Your Target Audience(s): Is your spokesperson relevant to your target audience or demographic? Pretty straightforward. Right? Yet I’ve seen this mistake made too often. You have to put your personal feeling aside. It is especially relevant in the Québec market. For example, comedy, or what you perceive as funny in your market might not resonate with a French crowd. That is because humorous is a highly cultural phenomenon.


4. Look at their endorsement history: By researching a celebrity’s endorsement history, you’ll get a better idea of how effective he or she will be. Again, in smaller markets like in Montreal, a celebrity that monetizes fame to an array of products or causes will lack credibility.  Also, be careful if someone endorsed brands or products that are similar to yours – or even someone who has endorsed your competitors before. That also will look disingenuous. What works very well is when you can find a local celebrity that is credible but that hasn’t done endorsement in at least a year.


Bonus. My last recommendation comes from personal experience. We found that finding a credible local celebrity that can also surprise the targeted audience increases the success of your campaign. When the combination of your product and your celebrity becomes bigger than the sum of its parts, your audience wants to know more. People want to know the reason behind the association. It gives you great memorable storylines that have lasting value.

Video Productions



Our turn-key solutions enrich any website with relevant and customized photo or video content.

Editors, Webmasters

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Orangetheory fitness class, MO:PR,

L’effet orange se répandra sur Montréal

Studio Orangetheory Fitness will open 4 studios in the Montreal region in 2017

Orangetheory® Fitness, the fast-growing fitness franchise that is sweeping the globe, will open three new studios across the Montréal area in 2017, taking its regional total to four. The chain, recently called one of the “Best Workouts” by Elle Canada, is making the Québec market a big priority and expects to see major growth into 2018 and beyond.

The exponential growth in Montréal reflects the brand’s rapid expansion across Canada with the first studio having opened in Edmonton in 2012. Today, there are almost 50 locations across Canada, with open rates up a whopping 300 percent from 2015 and by the end of the year, there will be more than 80 open studios. In 2017, Montréal will have studios in the Pointe Claire, Town of Mount Royal,

Boucherville and Rosemère neighborhoods.

‘The rapid growth of Orangetheory Fitness in Canada continues to beat our expectations. Last year, we exceeded our studio opening goal by over 20 per cent. This year, we anticipate opening 162 per cent more studios over last year’s openings,’ says Hifa Maleki, VP Franchise Development, and Operations, Orangetheory Fitness Canada. ‘A big part of our success is rooted in the passion our franchisees have for Orangetheory. More than 90 percent of our owners are also studio members.' This was the case for Sophia Stiperski and her husband, Jean Sebastian Carré, co-owners of the upcoming Boucherville studio. Stiperski, an 18-year veteran of Cirque du Soleil, and Carré, who performed with Céline Dion for the past 12 years, both found Orangetheory Fitness while they were working in Las Vegas.

“From our first workout at Orangetheory Fitness in Las Vegas, my husband and I knew we wanted to be involved somehow,” says Stiperski. “As performers, fitness has always been a huge part of our lives, but with Orangetheory it felt different like we found a new family. When the time came to decide what was next for us, the answer was clear – we wanted to bring this amazing experience home to our family in Quebec.”

The passion for exercise and first-hand experience with Orangetheory Fitness as a studio member is a common thread with all the Montréal franchisees. Their collective experience ranges from Healthcare to Technology to, not surprisingly, Fitness. All were drawn to the chain’s unique combination of fitness and technology.

Designed to appeal across the spectrum from fitness newbie to workout junkie, the Orangetheory Fitness workout is a dynamic trainer-led group class. The goal is to achieve 12 to 20 minutes of training at 84 percent or more in the participant’s maximum heart rate range. Tracked by heart rate monitors worn during the workout, this level of intensity is called the orange zone. Training in this zone produces an “afterburn” effect, increasing metabolism for up to 24 to 36 hours post-workout.

Casper Social media influencer event

Casper Hosts Sleep-In JUNOs Viewing Party in Montréal

As the official sleep partner of the JUNO Awards, Casper was throwing a viewing party unlike any other at the W Hotel

What’s the best way to celebrate the JUNO Awards? From bed! Award shows are the perfect occasion for a Sunday night soiree filled with drinks, snacks and good company.

WHAT: Guests will kick back and enjoy the evening on outrageously comfortable Casper mattresses decked out with pillows, blankets and an array of snacks while watching the number one Canadian music awards show. Complimentary apps and cocktails will be served during happy hour, while live entertainment from special guests and other fun surprises are sure to shake up the evening. Don’t snooze —beds for up to for groups of up to 4 people can be reserved

Orangetheory fitness. Faites battre votre coeur.

PR Branding event at the Salon Marions-nous

Orangetheory Fitness will give you a glimpse of what the theory is all about at Marions Nous in Montréal January 7 and 8.

Dare we say it was a match made in heaven, and the perfect marriage of science, fitness, and event!

Orangetheory Fitness ( is the scientifically designed, one-of-a-kind group personal training, interval fitness concept that is sweeping the nation. Backed by the science of excess post-exercise oxygen consumption (EPOC), Orangetheory Fitness is a 60-minute workout broken into intervals of cardiovascular and strength training. Participants burn an average of 500+ total calories per 60-minute training session (individual results vary). Led by highly skilled coaches, each Orangetheory Fitness workout incorporates endurance, strength and power elements through a variety of equipment including treadmills, rowing machines, TRX® suspension training and free weights.

The physiology behind the Orangetheory Fitness workout involves heart-rate-monitored training designed to keep heart rates in a target zone that stimulates metabolism and increases energy. The result is the Orange Effect – more energy, visible toning and extra calorie burn for up to 36 hours post- workout.

Orangetheory Fitness studios are designed to motivate. Highly qualified coaches inspire participants to beat plateaus and stick to their goals. The dynamic created by working out in a group setting has proven benefits – support, energy, endurance, and accountability. This is the psychology behind Orangetheory Fitness. Each modern studio welcomes members and guests with upbeat music, state-of-the-art equipment, contemporary lighting, and art. Studios are spacious and clean, with separate men’s and women’s locker rooms and showers.

LOVE. Leave Out Violence.

Love fundraising internal communications and public relations

It is fundraising season in Québec, and we are very proud to have contributed to their effort to raise awareness in media as well as with their donors.

LOVE Quebec is looking to put an end to violence and bullying among our youth.

For children like Patricia – who experienced daily bullying at school – abuse, addiction and sometimes thoughts of suicide can prevent them from achieving their full potential. LOVE Quebec provides a safe haven and a way to build their self-esteem. As well, LOVE keeps our youth on track towards academic success, with 92% graduating from high school.

LOVE Quebec is celebrating its 23rd anniversary and is continuing to expand their after-school programs, leadership development workshops and life skills programs to help young people like Patricia end the violence in their lives.

This year LOVE provided service to over 500 children. Their goal for 2017 is to increase their presence in schools by 30%, but they need help.

If you are looking for a cause to support, don’t hesitate to reach out to this fine organization.

A red cube at Place des Arts

PR event that blends art and KIA

On September 23 and 24 a larger-than-life, pop-up installation will be on display at La Place des Arts. The 30-by-30 foot Red Cube made of 4 large,10-foot screens is an interactive, branded art experience designed to engage and surprise visitors. Commissioned by Kia to celebrate its award-winning style and craftsmanship, visitors will be drawn in to see what’s inside. The collective power of the group will bring the interior of the Red Cube to life, unleashing by a dynamic technological display featuring projection mapping.

Kia Motors reached historic new heights when J.D. Power recognized it as the highest scoring nameplate in its 2016 Initial Quality Study (IQS) out of all 33 makes in the U.S. marking the first time in 27 years that a non-premium brand has topped the rankings.

Having transformed into an industry leader in design, quality and technology, the Red Cube campaign builds on Kia’s platform of the Power to Surprise. Delivering on its promise to be unexpected, a marketing teaser campaign has been developed to build excitement for the Red Cube including wildposting clues and a microsite / This activation is just the start of a Red Cube program that will make its way into a TV commercial, the auto show circuit, special events and dealer spaces.

The concept was developed by Innocean Worldwide Canada, Kia Canada’s agency of record. Innocean opened a Montreal office earlier in the year to increase presence in the Quebec market.

Uncle Ben’s food truck challenge

Montréal PR event of culinary proportions.

Is there a better way to launch a new product in Montreal than hosting the first food truck challenge in the province?

Don’t get me wrong, there could be other ways… But none as delicious as the PR event we hosted on May 26. It was a labour of love that demanded the most out of our team. But the results were outstanding. Over 20 media coverage and 1300 people served.