Montreal Impact hires Allard Johnson Communications
Major League Soccer team the Montréal Impact recently retained Allard Johnson Communications of Montreal to create a campaign for the launch of the team in 2012. "From our very first meeting, we were extremely impressed by the energy, enthusiasm and creativity of the AJ team," said Richard Legendre, executive vice-president of the franchise. "We could tell they were very motivated to work with us and to make this launch a great success." The campaign began with newspaper and radio teaser ads, as well as a web banner and an online countdown. Facebook users were encouraged to solve a series of clues that lead them to an online press conference about the launch of the team. An advertising campaign began the next day that included a four-page wrap-around ad in Montreal newspaper 24 Heures.