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To promote Montreal Tourism, TH sent 10 Brand Ambassadors to CBS Plaza to distribute collateral and t-shirts… while vying for a little airtime in the process. With the brand's catchy tagline, "Friends Don't Let Friend's Be Tourists" and fabulous Montreal experts, the promotion quickly drew attention from the audience and cast of CBS' "The Early Show." Publicity for Montreal Tourism was further garnered by an on-air interview with anchor, Harry Smith, and multiple appearances by the brand ambassadors on national television. With approximately 3 million viewers, "The Early Show" along with TH staff promoted Montreal Tourism to the fullest and capped the morning with an overall successful PR campaign.