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Ivanhoé Cambridge selects Bloom


Inside Bloom / October 24, 2022

Ivanhoé Cambridge is partnering with 360° digital marketing agency, Bloom, to increase awareness of Nouveau Centre  (a brand imagined by the creative agency Tux earlier this year) through content creation, social media management and more.

Nouveau Centre is a destination for gourmet, trendy and cultural experiences that brings together the four flagship properties of Ivanhoe Cambridge: Place Ville Marie (PVM), Place Montreal Trust, Centre Eaton de Montréal and Fairmont The Queen Elizabeth.  “Nouveau Centre’s strength lies in its ability to constantly reinvent itself, to make each visit memorable,” said Annik Desmarteau, Vice President, Offices, Quebec, at Ivanhoé Cambridge. “This collective effort by our properties reflects our goal of enhancing the drawing power of downtown.’’ 

“With this first collaboration with Bloom, we were looking for talents that would give us the opportunity to put forward the vision of collaboration between our properties and initiatives to revitalize the downtown area,” explains Isabelle Eric, Marketing Director, Offices, Quebec at Ivanhoe Cambridge. “Workers and visitors have been crossing the downtown area along its south-north axis for a long time. With this initiative, we want to trace this route and create a new and engaging experience at every turn. 

After building a distinctive and modern brand image as well as an eye-catching website, Ivanhoé Cambridge’s team was then ready to move on to the next stage and start promoting Nouveau Centre and its events to the public. A crucial part of Nouveau Centre’s mission is to reenergize downtown Montreal and increase foot traffic by hosting events such as “L’Anneau s’illumine” and C2 Montreal.

Bloom supports Ivanhoé Cambridge’s mission by managing their social media platform, creating content of all kinds (photos, videos, display ads, billboards and more), managing their media campaigns and updating their website.

“We are proud to participate in the promotion of flagship events and locations that make Montreal unique. Our collaboration with Ivanhoé Cambridge is an extremely stimulating and motivating mandate for our team. We have the opportunity to have an impact on many levels, from performance marketing to strategy and creation,” explains Franz Fontaine, Vice President of Strategy at Bloom. 

“I think the Nouveau Centre team appreciates our team’s flexibility and agility. In the event industry, things change quickly and we need to be there to capture and deliver content as quickly as possible, when it’s still relevant,” said Angelica Mateus-Saenz, Creative Director at Bloom.

About Ivanhoé Cambridge

Ivanhoé Cambridge develops and invests in high-quality properties, projects and companies that shape the urban fabric of dynamic cities around the world. It does so in a responsible manner in order to generate long-term performance. Ivanhoé Cambridge is committed to creating living spaces that promote the well-being of people and communities, while reducing its environmental footprint.

Ivanhoé Cambridge works with strategic partners and major real estate funds around the world that are leaders in their markets. Through its subsidiaries and partnerships, the Company holds interests in more than 1,200 properties, primarily in the office, shopping center, industrial and logistics, and residential sectors. Its real estate assets amounted to C$69 billion as at December 31, 2021. Ivanhoé Cambridge is a real estate subsidiary of the Caisse de dépôt et placement du Québec (, a global investment group. For more information:

About Bloom

Bloom is a digital marketing agency focused on accelerating brands and their performance. We offer a wide-range of services including digital strategy, paid media, SEO, social media management, email and affiliate marketing. Since 2007, Bloom has been developing, managing and optimizing digital campaigns, driving growth and creating value for leading clients through proven digital tactics and innovative solutions. One of Canada’s Top Growing Companies, the agency employs more than 80 digital experts with offices in Montréal, Toronto, and Boston. Bloom is also a Google Premier Partner, Meta Partner and Microsoft Partner.

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Marie-Joëlle Turgeon

Marie-Joelle works at Bloom, a digital marketing agency, as the Director of Marketing. She's passionate about digital marketing tactics (from social media to web design) for B2B businesses looking to grow online.

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