Monday, August 12

Montreal Botanical Garden


If a brand is an experience, then I just witnessed a best in class brand.

We spent a get away weekend in Montreal this past weekend, soaking up the sights and the sun during what turned out to be an amazing weekend.

Many had told us to make sure we went to the Montreal Botanical Gardens, to which I thought, "well, ok, I guess."  I've been to the NY Botanical Gardens many times, and didn't necessarily feel like I had to go to Canada to get that experience.

Well let me tell you, the place is amazing.  Best in class amazing, such a high quality experience if it makes sense to use those words.  I have never ever seen such large and dynamic botanical sculpture in my life.  Sculptures!  It left me speechless and wondering, "how on earth did they do that!"  Exactly the reaction I am sure they were hoping for.

A very eclectic mix of brand sponsors, I might add.  Not the usual suspects you'd see in the States like Visa or American Express, etc.  Qatar Airlines was the title sponsor!  The Qatar Airlines brand even had a contest to win a trip for two to Qatar.  From the Montreal Botanical Gardens!

I had to scratch my head for a minute to imagine the connection, but then realized two things.  The brand, and the country, are trying to tap into a new group of people for tourism to their country, so why not associate yourself with a best in class experience.  Also, many of the botanicals featured in the gardens thrive in hot, dry climates.  Especially all the exhibits in the greenhouses where the Qatar Airlines branding was the most prominent.  Brilliant!

The Gardens are a must see, must do activity ... actually worth a special trip to Montreal just to see them.  Oh Canada, amazing!

What's your experience? Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur and Huffington Post


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