After several years creating a development plan for its territory, the Quartier des spectacles is now a bona fide brand in 2014. The agency lg2 was chosen to partner with the Quartier to help position it as Montreal’s top cultural destination and to clarify the boundaries of its territory and cultural offering in the minds of Montrealers, visitors and tourists alike. To achieve this, its graphic platform was optimized to allow the Quartier des spectacles to shine on multiple supports and promote the global cultural offering on its territory. An integrated campaign was launched that turned the spotlight on the emotion elicited within the territory, captured in the tagline: “The most emotion in 1 km2.” The visual identity was integrated into the street furniture. The campaign included TV spots, OOH, an online presence and advertising near the territory. A new website, along with a mobile version, that allows users to immediately consult all the events happening at the Quartier was also created.