Senior executives of five advertising agencies – Bleublancrouge (Sébastien Fauré, Justin Kingsley), Cossette (Dominique Lebel, Marc Gagnier, Louis Duchesne, Benoit Bessette), BBDO Montréal (Alain Gignac), PALM + HAVAS (Ann Bouthillier) and Sid Lee (Jean-François Bouchard, Martin Gauthier) – will take part in the mission, planning to meet individually the chief marketing officers of major global brands based in Chicago.

“Chicago is a city where several international brands are based," says Yanik Deschênes, AAPQ’s president and general manager. "Therefore, it is the ideal place to hold our first trade mission, especially when the Cirque du Soleil is about to hold the world premiere of its new show 'Banana Shpeel - a new twist on Vaudeville', to which all of our V.I.Ps will be invited. We intend to promote the YUL-LAB and all the things Montreal has to offer to Chicago-based major decision makers.”

In order to pique the interest of Chicago-based CMOs in the YUL-LAB, the AAPQ has developed a
personalized offensive, in collaboration with PALM + HAVAS. Using the prescription concept, the
YUL-LAB is offering them a cure for the chronic dilemmas they are confronted with when they are
conducting their advertising campaigns. The CMOs have received, by registered mail, a package
including an invitation card and a box full of medications, complete with treatment dosages and
warnings adapted to their aches and pains. This box included pills made up of questions and
solutions, and bearing the logos of the agency soliciting them and of the YUL-LAB.

It will be possible to follow the trade mission and its participants through the Facebook page of
montréal.ad or through Twitter.