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Montreal Impact Launches 2020 Marketing Campaign

February 20, 2020 - Major League Soccer (MLS) - Montreal Impact News Release

MONTREAL - The Montreal Impact unveiled its marketing campaign for the 2020 season, entitled "L'Impact Montréalais." The club wishes to reinforce its identity in the Montreal and Quebec community, while creating a movement that will rally the city and the province behind the team.

"We want to reinforce the club's identity, which reflects our community with its diversity on the pitch, in our Academy and in our front office," said the Montreal Impact president and CEO, Kevin Gilmore. "The Impact's history is rich in intense emotion, and it's through these moments that we can show the influence our club has had on the community, but also the way Montreal and Quebec as a whole equally contributed in forging who we are today."

"The 'Impact Montréalais' campaign, whose presentation video went public this week, will help our supporters acquire a sense of pride, whether they're long-time supporters or more recent," said marketing director Jimmy James-Bergeron. "Thanks to a clearer definition of our identity, we can also attract new fans and continue helping this club grow."

Created and produced internally with outside support from creative strategists Justin Kingsley and Paul Labonté, the "Impact Montréalais" campaign will relate the story of some of the club's major actors, notably players, supporters, partners and employees, who have seen their lives change due to the club's historic moments: Cameron Porter's goal, Thierry Henry's arrival as head coach, the club's foundation and the implication of the Saputo family in local soccer, the influence of women in the club's growth, the construction of Stade Saputo, the arrival of Designated Players like Marco Di Vaio, Nacho Piatti and Didier Drogba, and much more. The Impact wishes to continue its efforts in bettering its relationship and creating more links with the Montreal and Quebec community.


Project lead: Jimmy James-Bergeron

Creative director: Justin Kingsley

Copywriters: Justin Kingsley, Olivier Meilleur-Tremblay

Design et ideation: Youan Gagnon, Simon C. De Lery

Directed and edited by: Nicolas Legendre

Camera: Alex Desjardins

Production: Florence Martin, Evelyne Rheault

Sound mix and studio: Cult Nation

Creative consulting: Paul Labonté

Strategic consulting: George Menexis, Catherine Paquette, Felix Bernier

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