MLS club CF Montréal has launched a campaign called “Tout le stade” (“All the Stadium”) as it looks to grow attendance during its 30th season (and 12th in MLS). Developed by Pigeon, the campaign is being supported by a broad-based media buy from Cartier.

“Our objectives are clear—we must recruit new fans to add to our existing base, as well as continuing to develop awareness and consideration by building pride in the club,” said Charlotte Montminy, CF Montréal’s director of marketing and CRM. “This campaign aims at forging an even stronger emotional bond with Montrealers and promoting the electrifying experience felt at the Saputo Stadium.”

The campaign is in market now, with a 30-second spot airing on RDS and Noovo, supported 15- and 30-second video spots running across YouTube, Noovo, La Presse and Apple TV+. Radio ads are running across the BPM Sports network and TSN 690, supported by digital and static out-of-home.

The 30-second spot shows two people in an elevator decked out in CF Montréal gear and trading the “Tout le stade” chant back-and-forth with a security guard who’s watching them via a camera. The two fans immediately go quiet when someone enters the elevator, only to start loudly chanting as the doors start to close.

The creative is intended to reflect the “enthusiasm and dynamism” of the team, said Pigeon creative director Jean-François Béliveau.

According to the sports business site Soccer Stadium Digest, CF Montréal currently sits 22nd out of 29 MLS teams in attendance, with an average of 18,127 people attending the six matches played at Saputo Stadium this season.