Summary#
Montréal city council unanimously adopted an orientation to award a direct contract to Astral Affichage for advertising for Espace pour la vie in 2026. The agglomeration council makes the final decision at a later meeting. City staff say the advertising aims to promote Espace pour la vie’s museums, events and exhibitions, and support attendance and revenue goals.
- The proposed contract covers advertising space in the Société de transport de Montréal (STM) network and Astral’s advertising network, with a maximum cost of $172,462.50, taxes included.
- The advertising placements are scheduled from April 1 to December 31, 2026. Espace pour la vie will choose the formats, dates and content during the year.
- City staff say Astral is the only supplier for this type of advertising inside Montréal’s metro and on STM buses on the island. The contract is therefore proposed as a direct award, not through a call for tenders.
What it means for you#
- Espace pour la vie: The contract would provide advertising for its five museums: the Biodôme, Biosphère, Insectarium, Jardin botanique and Planétarium. The final mix and timing of ads would be set during 2026.
- Taxpayers: The spending is within a budget already set aside for Espace pour la vie. The decision does not create a new tax or fee.
- Residents and visitors: The decision does not directly change access to the museums or their services; it funds advertising.
Money#
The proposed maximum cost is $172,462.50, taxes included.
- City staff say 75% to 90% of the cost—$129,346.88 to $155,216.25—would be paid by the central city, and 10% to 25%—$17,246.25 to $43,115.63—by the agglomeration. The split may be adjusted during the year based on actual needs.
- Staff say the budget is already provided for and the expense has no effect on the city’s financial framework.
- Staff say Astral would provide discounts of 5% to 60%, depending on the advertising format, and additional advertising placements worth about $700,000.
What is unclear#
- The exact advertising formats, dates, content and locations are not set out; Espace pour la vie will choose them during the year.
- No publicly available information explains how the estimated $700,000 value of extra advertising placements is calculated or what placements it covers.
- The materials do not provide results for past campaigns or a measure of how this spending would affect attendance or revenue.
Case for#
- A possible argument for the contract is that it gives Espace pour la vie access to advertising space in the STM network, which city staff say reaches a large number of travellers.
- Staff say the discounts and additional placements would provide more advertising for the planned spending.
- Staff say the network’s advertising is suited to reaching people aged 18 to 45 and tourists, while Espace pour la vie uses other media to reach different audiences.
Case against#
- One concern is that the contract would be awarded directly, without a competitive tender. Staff say Astral is the only supplier for this type of STM-network advertising, but the materials do not compare its prices with other options.
- The contract sets a maximum spend, but the actual placements and their value to Espace pour la vie will depend on choices made during the year.
- The claimed benefits for attendance and revenue are goals described by city staff, not guaranteed results.