Brando, which is part of the Band & Brown group, is behind the UK PR for the social media campaign.
Five Montrealers have been chosen to provide guidance and advice on events and trends within the city. These ‘insiders' will be reporting on arts and culture, epicurean life, gay life, nightlife and girls' getaways.
The representatives will be updating blogs on the Tourisme Montreal website, posting videos on Youtube and using Twitter and Facebook.
The ‘insiders' will also be available to answer questions from travellers online.