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Tourisme Montreal begins We've Got Balls campaign

Tourisme Montreal has begun a new campaign called "We've Got Balls" aimed primarily at LGBT consumers. The campaign will run in Toronto, New York and California, promoting the city as a destination that welcomes LGBT tourists. According to the organization, the creative is inspired by the Montreal art installation "18 Shades of Gay" by Claude Cormier. The effort was developed by Lg2 with media support from Touché. It is part of the organization's larger ongoing "Never Grow Up" campaign.

"Montreal is a creative, forward-thinking city and a must-visit destination for this visitor segment," said Danièle Perron, vice-president of marketing at Tourisme Montreal. "We want to remind them that the city has a lot to offer with its vibrant arts and culture scene, exciting nightlife and rich and varied food scene."

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