Photo courtesy Blueblancrouge
In a recent out-of-home (OOH) advertising campaign for Air France, a portion of Montreal’s Berri-Université du Québec à Montreal (Berri-UQAM) subway station was decorated to resemble the Palais Royal-Musée du Louvre station in Paris, France.
Montreal-based marketing agency Bleublancrouge worked with Cogéco Métromédia, which manages the city’s transit advertising on behalf of the Société de transport de Montréal (STM), to replicate the colours and textures of the Paris Métro, using white ceramic tiles to cover a custom-built curved structure.
“We were completely taken with the idea of transposing Paris in Montreal, so local passengers could ‘travel’ to Paris, our main destination, even if just for a few minutes,” says Fabien Pelous, vice-president (VP) and general manager (GM) of Air France in Canada.
The installation remained in place until December 22.
