Mosaïcultures: a growing success
More than 10 years after making its debut on the international stage, Montreal once again welcomed Mosaïcultures Internationales de Montréal 2013 to the Botanical Garden. With a theme of “The giants of the horticultural world are a cut above”, the event surpassed all its objectives in attracting more than 1 million people and injecting $35.3 million into the Quebec economy.
Upperkut developed the graphic signature, the event tagline, the advertising campaign, (posters and print), the graphic platform, signage, promotional products, as well as the website and social media.
At the same time an international competition, an exhibition and a performance of the horticultural art, the event was a fantastic success and one of the most popular tourist attractions in Quebec. “By the end of the event on November 15, we had attracted 1,015, 666 visitors,” Lise Huneault, director of communications and marketing for MIM 2013 proudly reports.
Traditionally, horticultural exhibitions attract a certain public. In our communications we highlighted the grandiose nature of the competition, in order to appeal to a larger audience,” revealed Serge Leathead, Upperkut’s president. “What’s more, we provided a special place for Frédéric Back’s work, L’homme qui plantait des arbres, one of mosaïcultures’ leading lights. Furthermore, Marc Hallé, Upperkut’s studio director, had the pleasure of working with Mr. Back, a few months before the great artist passed away at age 89. “It was a privilege to discuss with him the process of ideation while preparing a work, whether it be for film or advertising,” recalls this creative maestro, pleased to have contributed, along with his team, to the success of an event of this stature.
The not-for-profit organization Mosaïcultures Internationales de Montréal was created in 1998 to put on the first edition of Mosaïcultures Internationales. Its mission is to promote horticulture as an expression of the values of the new millenium and a significant element in the urban landscape.