JCCBI (1/2)
Bridges that Radiate
Challenge
JCCBI is the federal agency responsible for major transportation infrastructure in Montréal, including the Jacques-Cartier, Mercier and Champlain bridges. JCCBI wanted to refresh its communications and get closer to its target audiences.
Strategy and Activities
Accompanied the JCCBI management team to redefine their vision, brand and positioning.
Implemented the complete overhaul of their graphic image echoing the distinctive elements of the company, namely rigor, major works, solidity, fluidity, challenges of size and transparency.
Created a new website and introduced new features to help users better predict their movements.
Established a three-year strategic communications plan, new tools and planned activities, including the Jacques Cartier Bridge lighting project.
Restructured and enhanced the company's social media activities.
Recruited ambassadors internally and externally. In both cases, tools and activities were planned, including a dynamic presentation of the portfolio, presentation events, vox pop, to name just a few.
Defined social investment policy and developed an influential campaign, media tour, and guided tours for the public.
Results
A new energy emerged from this repositioning.
The media now views the organization from a different angle, noting its leadership in mobility.
Relevant Data
6
Awards and distinctions won between 2015 and 2017
20
Spokespeople trained in media relations
41098
People engaged on social media platforms in 2017
