Need a Little Something on the Side? Craving a Quickie? It's OK to Cheat...On
Your City

Survey reveals close to half of Toronto residents won't admit their affairs with Montréal. Find out how Torontonians can confess their love for Montréal TODAY!

TORONTO, May 17 /CNW/ - Ah, Toronto. With our world renowned galleries and festivals, our beloved Maple Leafs and our eclectic neighbourhoods, there's so much to love. But sometimes, well...it's hard to resist temptation, particularly when Montréal beckons for a quickie just up the 401.

Yes, it's true - Toronto the Good can be Toronto the Very, Very Bad. According to a new survey conducted by Ipsos Reid on behalf of Tourism Toronto and Tourisme Montréal, Torontonians love to cheat on their city à la Montréal - in fact, 85 per cent have had an affair with La Métropole at least once before, and half (48 per cent) of those who have cheated don't always admit their indiscretions to friends.

So why expose the cheaters? Because Tourism Toronto and Tourisme Montréal want each city's residents to know it's OK to cheat - and they're encouraging quickies with each other's city all summer long with a unique campaign that will allow Torontonians and Montrealers to "confess" their love for each other's city for the chance to win a trip to Montréal or Toronto.

"Because of the longstanding rivalry between Toronto and Montréal, residents often think they're 'betraying' their city if they admit to liking the other," said Andrew Weir, Tourism Toronto. "The survey found what we've suspected all along -Torontonians cheat with their mistress Montréal all the time, even if they don't tell people about it. But we want residents to know - it's ok to kiss and tell!"

But does the love affair go both ways? Mais oui! Montrealers are even less likely to admit their indiscretions - in fact, more than half (67 per cent ) said they only tell their friends about their indiscretions sometimes. Yet 76 per cent of respondents have reciprocated the rendezvous, having travelled to Toronto at least once before.

"We're a little more discreet with our affairs here in Montréal," said Tanya Churchmuch, Tourisme Montréal. "But even I say it's ok to cheat with Toronto. In fact, I'm hoping to have a quickie weekend this summer and catch a Jays game -and a little shopping on Queen Street West!"

It's Time to Confess!

Ready to spill the beans? From May 17 to June 7, Toronto and Montréal will each host mobile confession booths where residents can profess why they would (or secretly do!) cheat on their city.

The confessions - divulged on a mock hotel room bed in a bathrobe, no less - will be uploaded to QuickieWithMontréal.com. There, visitors will be able to vote for their favourite confession - and the winner will receive a trip to Montréal or Toronto including everything from round-trip airfare, two nights accommodations, passes to local attractions and events, a trip to the spa and dinner at a renowned city restaurant.

The mobile confession booths will be located at Metro Hall Square at King Street West and John Street (55 John Street). Plus, every resident that shares a confession will receive an exclusive, original t-shirt designed by local Toronto and Montréal artists from Side Lee Collective depicting each city's most famous landmarks. For more information, visit QuickieWithMontréal.com.

Exclusive Media Photo Op!

On Monday, May 17 at 12:00 p.m. media are invited to join Andrew Weir of Tourism Toronto and Tanya Churchmuch of Tourisme Montréal at Metro Hall Square at the corner of King Street West and John Street (55 John Street) for a first-look photo op of the mobile confession booth and interviews about this unique campaign.

Come on down for some flirtatious fun...and share your own torrid details of your Montréal affairs!

Additional Survey Findings that Flirt with Forbidden Love

While many respondents do admit to their affairs, they still don't tend to leave a paper trail. Just a quarter of Torontonians (25 per cent) and only 12 per cent of Montrealers said they'd update their Facebook or Twitter status with a phrase such as, "I love going to Montréal/Toronto," or "I had so much fun in Montréal/Toronto." And some things truly are sacred - when it comes to hockey, only 19 per cent of Torontonians would wear a Habs jersey in the T-dot, while eight per cent of Montrealers would don a Leafs jersey.

Other survey findings reveal:

    
    -   Among those who have cheated with the "other city", 20 per cent of
        Torontonians say culture is the main reason they are unfaithful,
        compared to 16 per cent of Montrealers who say that's the reason they
        go to Toronto
    -   Montrealers (16 per cent) are more likely than Torontonians (11 per
        cent) to say the other city does sports better than their own
    -   Four in ten (41 per cent) Montrealers believe the driving is better
        in Toronto than in Montréal, while just seven per cent of
        Torontonians believe that Montrealers do better behind the wheel.
        However, Torontonians (47 per cent) are much more likely than
        Montrealers (13 per cent) to admit that the other city is better at
        making bagels!
    

About the Survey

These are some of the findings of an Ipsos Reid poll conducted on April 20 to 23, 2010, on behalf of Tourism Toronto and Tourisme Montréal. For this survey, a sample of 503 adults from Toronto and 504 adults from Montréal who are a part of Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-4.4 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Montréal or Toronto been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

About Tourism Toronto

Tourism Toronto is an industry association of more than 1,200 members established to sell and market the greater Toronto region as a remarkable destination for tourists, convention delegates and business travellers around the globe. For more information please visit www.seetorontonow.com.

About Tourisme Montréal

Tourisme Montréal is responsible for providing leadership in the concerted efforts of hospitality and promotion in order to position the destination on leisure and business travel markets. It is also responsible for developing Montréal's tourism product in accordance with the ever-changing conditions of the market.

For further information: Riddhi Gandhi/Nicolas Brancaccio, Edelman, [phone] x 295, [phone], [email protected], [email protected]