MET – Montreal Metropolitan Airport

In 2023, the Montreal Saint-Hubert Airport undertook a major transformation: it would now be known as the MET – Montreal Metropolitan Airport. This development marked a shift in focus for the airport, which was founded in 1927. It would now strive to play a more strategic role in Greater Montreal’s mobility network. To support the redefinition of its identity, the MET chose to partner with Bob, thanks to the agency’s solid reputation for brand management expertise.

The objective was clear: make the MET a human-focused, innovative and forward-looking airport destination. The project consisted of much more than a simple name change; the goal was to build a complete brand that embodies the ambitions of a modern airport that is closely connected to its environment. Bob would play a key role in developing the new brand platform while supporting a consistent, thoughtful and engaging transition.

From the outset, Bob worked closely with the MET team, focusing on a collaborative approach to properly guide the project’s strategic vision. By placing connectivity, urban dynamism and mobility at the heart of the strategy, Bob helped lay the foundations for the brand and designed a visual and narrative identity that reflects real forward movement. The name MET evokes the metropolis, movement and a form of openness to the world, giving the airport a new dimension in the collective imagination.

To amplify the new identity, Bob developed a multi-channel communications campaign, rolled out both in public spaces and in digital media. Advertisements on the Jacques Cartier Bridge, regional media partnerships and programmatic banners were effective at reaching a wide audience. The campaign, centred around the slogan “On est ailleurs” (We’re somewhere else) supported a strong promise: an airport that is different, innovative, sustainable and people focused.

The launch of the MET – Montreal Metropolitan Airport marks a significant milestone in repositioning Canada’s airport offering. Thanks to this new identity, the MET now embodies a strong, consistent and inspiring brand that is perfectly aligned with the organization’s growth ambitions. This new image allows the MET to stand out clearly in the air transportation ecosystem, while gaining the support of partners, travellers and the general public.

The airport is on track to welcome its first passengers in 2025, with multiple Canadian destinations planned from coast to coast. The impact of the MET’s transformation is more than just visual—it also created a renewed strategic positioning and enhanced the airport’s ability to meet future challenges. The MET has established itself as a key player in the economic and aerospace development of the metropolitan area, with the ability to write a new chapter in its history.