Summary#
Montréal city council unanimously adopted an orientation recommending a two-year contract with Cossette Média inc. for Espace pour la vie’s digital and traditional advertising. The agglomeration council makes the final decision at a later meeting. City staff say the goal is to promote Espace pour la vie’s five institutions and their programs.
- The proposed contract would cover planning campaigns, buying and placing ads, writing some ad copy, analyzing and improving campaigns, and reporting on results.
- The maximum two-year cost is $1,916,345.81, taxes included. Of that, $1,724,625, taxes included, is for buying advertising space.
- Cossette Média received the highest final score under the tender’s pre-set criteria. Three firms submitted bids; one was ruled ineligible, leaving two compliant bids.
- The resolution also requires an evaluation of Cossette Média’s performance.
- Two one-year renewal options are provided, each valued at $982,975.17, taxes included.
What it means for you#
- Espace pour la vie: If the agglomeration council approves the orientation, Cossette Média would handle the listed advertising work for the five institutions: the Biodôme, Biosphère, Insectarium, Jardin botanique and Planétarium.
- Taxpayers: City staff say the expense is already provided for in Espace pour la vie’s budget. They estimate 80–90% would be paid by the central city and 10–20% by the agglomeration, according to which institutions the spending serves.
- The public: The decision does not create a new public service or change admission prices or eligibility for Espace pour la vie.
Money#
The proposed two-year contract is capped at $1,916,345.81, taxes included.
- The city plans to spend $958,172.90 in each of 2026 and 2027.
- City staff say a 100% tax rebate makes the net cost to the city $1,666,750: $833,375 per year, including $750,000 for ad purchases and $83,375 in agency fees.
- Each one-year renewal option is valued at $982,975.17, taxes included. The materials do not say whether either option will be used.
- Staff say the spending is covered by Espace pour la vie’s existing budget and has no effect on the city’s financial framework.
What is unclear#
- The materials do not set out the detailed scoring criteria or explain the conditions and prices that would apply if a renewal option is used.
- They do not specify how the required performance evaluation will be conducted or what would follow from its results.
- The decision’s final status depends on the agglomeration council’s later decision.
Case for#
- City staff say specialized help is needed to plan media purchases in a changing advertising market.
- A possible argument for using one agency is that it can coordinate buying across platforms and campaigns, while Espace pour la vie sets each campaign’s formats, dates and content.
- Cossette Média had the highest final score, and its bid was $16,671.38 below the other compliant bid.
Case against#
- The contract commits public funds to a large advertising budget, and the materials do not show how much attendance or revenue the campaigns will produce.
- Only two bids were compliant, so the competition was limited.
- The two renewal options could extend the spending beyond the initial two years; the materials do not explain how the city would decide whether to exercise them.