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Montreal theatre breaks new campaign

Montreal-based Théâtre de Quat'Sous has begun a new advertising campaign consisting of a 15-second television commercial, a brochure, street posters, out-of-home columns, online ads and large-format posters. The campaign, developed by Lg2 Boutique, is intended to help the theatre differentiate itself from its competitors. The initiative also includes a social media contest component that will run until Oct. 19. The contest is being conducted in association with ARTV. It encourages consumers to check Twitter and Facebook for clues that will lead to oversized tickets hidden around the city. "The challenge was to project the personality of the theatre across all platforms," said Claude Auchu, creative director at Lg2 Boutique. "It was also really important to put the focus on the copy and the plays rather than rely on the drawing power of big names."

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