A food and light festival experience and winter marketing sponsorship

March, 2020


- A little village of discovery
- A site designed to bring people together in wintertime
- Activities for everyone
- Special cabanas designed by Loki

Bell lights up Montréal en Lumière with a unique marketing activation

February 20 to March 1, 2020, Bell was once again a major sponsor of Montréal en Lumière, a fabulous winter festival that takes place in Montreal’s vibrant Quartier des Spectacles entertainment quarter. This year’s marketing activation featured an entire array of Loki display units located strategically around the festival site, anchored by a Split 20 unit with 4 Loki Cubes all arranged in a row alongside it. The mini Bell village, which was made up to create an après-ski vibe, proudly displayed the brand’s support of this major winter festival, one of the premier events of its kind on the worldwide winter festival stage.

The festival is a fantastic way to break the winter chill, with its gourmet food tastings, enchanting outdoor site and renowned winter all-night party, nuit blanche. And the Loki-designed kiosk installations were a perfect fit. The Split 20 hosted the Bell Crave TV brand. One Cube had a living room set up with a firepit in the rear where festival goers could stop and warm up. A second cube acted as a photobooth with a constantly changing backdrop and a functioning swing to add a little fun to the photo experience. The last Cube played host to the Rouge radio station with live broadcasts taking place on site.

The Bell “village” concept was designed for maximum impact and easy replication at multiple festival sites. It was also featured at the Toboggan festival held in Quebec few months ago.