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2018AAPACommunicationsAwardsProgramEntryClassification:SpecialEventsEntryTitle:HistoryofShipsExhibition

SummaryTheMontrealPortAuthority’s(MPA)HistoryofShipsexhibitionshowcasestherichhistoryofthePortofMontrealandhighlightsthebenefitsandvalueofportandshippingactivitiesinMontrealbothpastandpresent.ItispartoftheMPA’scontinuingcommunicationsefforttoraiseawarenessabouttheportwiththegeneralpublic,includingportneighbours.

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HistoryofShipsisthefirstexhibitionstagedintheMPA’snewPortCentre–thefirstinterpretationcentreintheprovinceofQuebecdedicatedtoportactivity.Twolargemuralsandsixmagnificentshipmodelstellthestoryofthehistoryofgoodsandpassengertransportationthroughtheport.HistoryofShipsistheMPA’sspecialcontributiontocelebrationsthatmarkedin2017the375thanniversaryofMontrealandthe150thanniversaryoftheConfederationofCanada.

1.Whatare/weretheentry’sspecificcommunicationschallengesoropportunities?ChallengesThePortofMontrealisamajorinternationalportthathandleseachyearmorethan2,000shipscarryingsome38milliontonnesofalltypesofcargotoandfromallpartsoftheworldandwelcomesinternationalcruisevesselsandtheirguests.Theportstretchesalong16milesofwaterfrontanditscargo-handlingoperationsaregenerallyhiddenfrompublicview.ItalsoisoftenconfusedwiththeOldPortofMontrealrecreationandtourismsite.

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Ourchallengewastocreateanaestheticallypleasing,family-friendlyexhibitionthatwouldattractandinterestthegeneralpublic,includingportneighboursandlocalandinternationaltourists.ItwouldhighlightMontreal’smaritimeheritagewhileatthesametimeprovideagreaterunderstandingofhowtheportoperatesanddeliverkeymessagesabouttheimpactofportoperationsontheeconomyandtherolethattheportplaysinpeople’sdailylives.OpportunitiesOurPortCentreisonthesecondfloorofournewcruiseterminalonAlexandraPier,whichislocatedintheheartofOldMontreal,abustlingrecreationandtourismdistrictthatattractedsome5.7millionpeoplealonefromMaytoOctober2017.ThisuniquespaceprovidestheperfectopportunityfortheMPAtoengagethegeneralpublic,explaintheportandprojectitsimage,deliverkeymessagesabouttheimportanceofportandshippingactivitiespastandpresent,promoteport-relatedtradesandprofessions,andallowpeopletoexperiencetherealportandlearnthrough“Edutainment.”ThesearesomeoftheessentialobjectivesofaportcentreasdefinedintheMissionsCharterofaPortCentre,publishedbytheWorldwideNetworkofPortCities,knowninternationallybyitsFrenchacronymAIVP(AssociationInternationaledesVillesPortuaires).Itsmissionistoimprovecohabitationbetweenportsandcities.TheMPAratifiedthecharterin2014.

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2.Howdoesthecommunicationusedintheentrycomplementtheorganization’soverallmission?ThePortofMontrealisaNorthAmericanseaportattheheartofthecontinentandahubforworldtrade.OurmissionistocontributetotheprosperityofourclientsandpartnersandtotheeconomicdevelopmentofGreaterMontreal,QuebecandCanadawhilerespectingtheenvironment.Ourvisionistobeadiversified,successfulandinnovativeportthatexercisesinspiringleadershipandprovidescompetitivevalue-addedservices,makingitapartnerofchoiceinthelogisticschain.Withinourmission,HistoryofShipscommunicatesourvaluesof:

Ø Responsibility.Theexhibitiondemonstratesourwillingnessanddesiretofulfilourroleasaresponsiblecorporatecitizen,thatweareasustainableorganizationthatvaluesourneighbouringcommunities,theenvironmentandourcontributiontotheeconomy,andthatweactinaccordancewiththerulesofconductdictatedbyhonesty,transparencyandaccountability.

Ø Commitment.TheexhibitionconfirmsourcommitmenttohelpMontrealersmaketheporttheirownandbeproudtodefinethemselvesascitizensofaportcity,andourcommitmenttocreatethebestpossibleexperienceforourclientsandpartners.

Ø Innovation.HistoryofShipsshowshowwehaveconstantlyreinventedourpracticesthroughouttheyearsinordertoassertourleadershipinthelogisticschain.

Fromanhistoricalperspective,theexhibitiongeneratesinterestinMontreal’smaritimeheritage,remindspeoplethattheportisafoundingcomponentoftheCityofMontrealandakeyplayerinthesettlementandindustrializationofCanada,anddepictstheport’spivotalroleintheethnoculturaldevelopmentofMontrealasthelandingpointforimmigrantsandinthesocioeconomicdevelopmentofthecity,theprovinceandthecountry.Fromamodern-dayperspective,itraisesgeneralawarenessabouttheportwhiledemonstratingthattheportis:

Ø Avitalinternationalcargologisticshubthathandlesalltypesofgoods;Ø Atourismhubthatwelcomesmorethan100,000cruisepassengersandcrew

membersannually;

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Ø AstrategictoolforeconomicdevelopmentandacatalystforeconomicgrowthforMontreal,QuebecandCanada:portactivityinMontrealisresponsiblefor$2.1billionannuallyinaddedvaluetotheCanadianeconomy;and

Ø Acreatorofjobs:portactivityinMontrealsupports16,000direct,indirectandinducedjobs.

3.Whatwerethecommunicationsplanningandprogrammingcomponentsusedforthisentry?Goal:OurgoalwastohavethegeneralpublicbeabletosailbackintimetorelivethemilestonesinMontreal’srichporthistoryanddevelopagreaterappreciationofMontreal’smaritimeheritagewhileatthesametimefamiliarizethemselveswithcurrent-dayportactivitiesandbeabletobetterunderstandtheimportanceoftheport,itsimpactontheeconomyandtherolethatitplaysintheirdailylives.

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Objectives:Ø Deliverpertinentmessagesabouttheportinaclear,conciseandvisually

appealingmanner,whereguestscanvisitattheirownpace;Ø Getclosertothecommunity;Ø ReachouttoMontrealersandmeetportneighboursface-to-face;Ø Furtherbuildourmailinglistandincreasethenumberofpeoplewhoreceive

timelyandpertinentinformationabouttheportanditsactivities.TargetAudiences:Primaryaudience:TheportisgenerallyhiddenfrompublicviewandoftenmistakenfortheOldPortrecreationandtourismsite.WeuseallopportunitiespossibletodeliverkeymessagesabouttheporttoresidentsofGreaterMontreal.ThisisourprimaryaudiencefortheHistoryofShipsexhibition,includingthe16,000householdswithin1,000feetoftheportthatwehaveidentifiedaremostconcernedbyportactivity.Theporthasmadeitaprioritytostrengthenandmaintaindialoguewiththeseneighbours.Itisapartnerinmanyprojectsledbyorganizationsworkingtoimprovethecommunity’squalityoflife,ensureitseconomicdevelopmentandprotectitsenvironment.ThroughourNeighboursofthePortprogram,weholdinformationsessionstoinformneighboursaboutprojectsintheirarea,andsendthemourLogbookcommunitye-magazineaswellasspecialinvitationstocertainevents.Secondaryaudience:OtherMontrealersandQuebeckers,andlocalandinternationaltourists,includingcruisepassengerguests.Wearetargetingtheseaudiencesinordertoraiseawarenessabouttheportand,inparticular,highlightitseconomicbenefitsanddemonstrateitsimpactoneverydaylife.4.Whatactionsweretakenandwhatcommunicationoutputswereemployedinthisentry?Asafoundingcomponentofthecity,akeyplayerinthesettlementandindustrializationofthecountryandaresponsiblecorporatecitizen,theMPAwantedtoplayaspecialroleinandcontributetocelebrationsin2017markingthe375thanniversaryofMontrealandthe150thanniversaryoftheConfederationofCanada.

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TheMPAhadbeeninterestedindevelopingaPortCentrealignedwiththeMissionsCharterofaPortCentrepublishedbytheAIVPeversinceitratifiedthecharterin2014.Theconstructionofournewcruiseterminalprovideduswiththeperfectopportunitytodojustthat.

Ourstrategywastocombineinformationanditemsfromourextensivearchivalcollectionandproducenewmaterialinordertocreateanhistoricalexhibitionthatwouldtieintothepresent-dayport.Wedecidedthattheexhibitionwouldbefreeinordertoattractasmanyvisitorsaspossible.Weputtogetherateamof10employeesfromvariousMPAdepartmentstodeveloptheproject.Workbeganinearly2017.Withthelarge,openandbrightspacethatwehadatthecruiseterminal,wechosetoproducetwolargemuralsoftextual,visualandvideoinformation.Onemuralillustratesthehistoryofgoodstransportationundersixthemes:

1. Anoverviewoftheportthenandnowwithafocuson1900tothepresent;2. Overallportdevelopmentintermsofcargohandlingandinfrastructure,

presentedthematically(theshoreline,thedock,thepierandthecurrentport);

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3. Themodernera,featuringAlexandraPier,cargowarehouses,landroutes,grainelevators,etc.;

4. Diversityofgoodshandledandtheheydayofwheat;5. Themodernportfacilitiesofthe21stcentury;and6. Jobsinandaroundtheport.

Thesecondmuralcoverspassengertransportation,andinparticular:

1. Shiparrivalanddepartureareasthroughtime;2. PassengerterminalsfortheExpo67UniversalandInternationalExhibition;and3. Anoverviewoftheport’snewcruiseterminalproject.

TheHistoryofShipsteamconductedtheresearchtofinddocuments,audio-visualitemsandartifacts,developednewmaterialandwrotetextstobeincorporatedintothemurals.Itworkedcloselywithtwooutsidecontractorstocreatetheexhibition.ArchitecturalfirmLupienMatteaudevelopedthedesignandstaging,andcustomwoodworkingcompanyAtelierLaBoutiquehandledconstructionandproduction.WealsocarefullyrelocatedtothePortCentresixbeautifulshipmodelsthathadbeenondisplayinouradministrationbuildingbut,unfortunately,wenotaccessibletothegeneralpublic.Theshipmodelsrepresentthevessels–varioustypesofcargoshipsandpassengervessels–thathavesailedtoandfromtheportthroughtime.WedevelopedsignagethatweplacedthroughouttheOldPorttopromotetheexhibitionandattractMontrealersandtouriststothesite.WeissuedpressreleasesannouncingthelaunchandcontinuationoftheexhibitionandsentaPortInfoExpresstoour6,000subscribers:

Ø https://www.port-montreal.com/en/exhibition-en.htmlØ https://www.port-montreal.com/en/Exhibition-Success-en.htmlØ https://www.port-montreal.com/en/piexpress-Exh-Board-TC-CCEM-en.html

WeranastoryinourLogbookcommunitye-magazine,whichhassome3,000subscribers:https://www.port-montreal.com/en/logbook-nov2017.htmlWealsomadeextensiveuseofourwebsitehttps://www.port-montreal.com/en/history-of-ships-exhibition-community.htmlandthefollowingsocialmediaplatforms,wherewehavesome17,000followers,topromotetheexhibition:

Ø Facebook:https://fr-ca.facebook.com/events/138720366690657/

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Ø Twitter,wherewecreatedthehashtag“HistoryofShips”:https://twitter.com/hashtag/HistoryofShips?src=hash

Ø LinkedIn:https://www.linkedin.com/company/port-of-montreal/Ø Instagram:https://www.instagram.com/p/BWsGon7gS0l/?taken-by=portmtlØ PortWindow,ourplatformthatfeaturescontentfromourLogbookcommunity

e-magazineaswellasprofilesandvignettes:Ø http://lehublot.port-montreal.com/en/history-of-ships-a-free-exhibition/.

WealsoreleasedashortvideoonourYouTubechannel:https://www.youtube.com/watch?v=QjGcAOLeSpYHistoryofShipsopenedonJuly19,2017,duringthepeaksummertimetourismseason.Openinghourswerefrom11a.m.to6p.m.WednesdaythroughSundayuntilOctober,thenfrom12to5p.m.onweekendsandholidays.UnderthesupervisionofthedirectorofAlexandraPier,aMPAstaffmemberisalwaysonsitetogreetvisitorsandanswerquestionsduringtheexhibition’sopeninghours.WearealsoabletogetimmediatefeedbackonHistoryofShipsthroughshortsurveysthatvisitorscancompleteoniPadsavailableattheexhibition.ThetotalbudgetfortheHistoryofShipsprojectis$220,000.5.Whatwerethecommunicationsoutcomesfromthisentryandwhatevaluationmethodswereusedtoassessthem?HistoryofShipshassucceededinmeetingthefollowingobjectives:Objective:Wewantedtoattractasmanypeopleaspossibletotheexhibition,inparticularresidentsofGreaterMontreal,reachouttoportneighboursandgetclosertothecommunity.Result:Attendancehaswellexceededexpectations.Infact,fromtheopeningofHistoryofShipsonJuly19,2017,throughNovember,morethan25,000peoplehadvisitedtheexhibition.Inthewakeofthissuccess,theMPAdecidedtoextendHistoryofShips,keepingitopenonweekendsandholidaysfrom12to5p.m.duringlatefall,winterand

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spring.Morethan27,000peoplehadvisitedHistoryofShipsthroughmid-April2018.Theschedulewastobereviewedinspring2018.WealsosucceededinattractingpeoplewholiveintheGreaterMontrealarea.WehadiPadsavailableon-siteandaskedvisitorstofilloutaquickonlinesurvey.Ofthe384peoplewhoansweredthequestion“Whereareyoufrom?”164or43%werefromtheGreaterMontrealarea.Objective:Wewantedpeopletolearnandbeentertainedinanaestheticallypleasingsetting,todeliverkeymessagesabouttheportinaclearandconcisefashion,andhavepeoplebetterunderstandwhattheportdoes.Result:CommentsfromMontrealersandlocalandinternationaltouristshavebeenextremelypositive.ResultsfromtheiPadsurveyshowthefollowing:

Ø 314or79.5%of395respondentsratedtheexhibitiona4or5on5;Ø 330or84.4%of391respondentssaidtheywouldrecommendtheexhibitionto

familyandfriends;Ø 315or79.7%of395respondentsratedtheexhibitiona4or5on5inallowing

themtobetterunderstandwhattheportdoes;Ø 333or84.3%of395respondentsratedthegreetingtheyreceivedfromport

personnelasa4or5on5.Objective:Wewantedtobeabletobuildourmailinglistandsendinformationabouttheporttoagreaternumberofpeople.Result:Eighty-fivepeoplewhoansweredtheiPadsurveyprovidedanemailormailingaddresstoreceivekeyinformationabouttheport,includingtheport’sLogbookcommunitye-magazine.ReactiontoHistoryofShipshasbeenverypositive.Ininformaldiscussions,visitorstoldusthattheyenjoyedtakingatripthroughhistory,andmanyreminiscedthattheirancestorshadarrivedinCanadafromoverseasthroughthePortofMontreal.Theysaidthatmessagesabouttheport’sbenefitsandvalueweredeliveredclearlyandconcisely.Manyaddedthatpriortovisitingtheexhibitiontheyhadlittleornoideaoftherolethat

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theportplaysintheireverydaylivesandthatitisresponsiblefordeliveringmanyoftheitemsthattheyconsumeanduseonadailybasis,fromfoodproductsandfreshproducesuchasfruitsandvegetablestoelectronicdevicesandpaperproducts.HistoryofShipsclearlyallowsthegeneralpublictobetterunderstandthevitalrolethattheportplaysintheeconomicandsocialfabricofMontrealandinpeople’sdailylives,anditexpressestheport’sdesiretogetclosertoitscommunityandfulfilitsroleasaresponsiblecorporatecitizen.TheinterestinHistoryofShipshasencouragedtheMPAtofurtherenhancethisinitiative.ItwillsoondevelopanewconceptforthePortCentrealignedwiththeMissionsCharterofaPortCentrepublishedbytheAIVP.TheMPAintendstocreateamoreelaborate,livelyanddynamicPortCentrethatwillbeinteractiveandgetvisitorsinvolved.