The Association of Quebec Advertising Agencies (AQAA) and its 64 advertising agency members have unveiled the experimental YUL-Lab, which they hope will position the city as a multilingual, multiethnic and affordable location to develop and test international marketing strategies. “Montreal is the best place in the world for this kind of test lab,” said Sébastien Fauré, AQAA chair and president of advertising agency Bleublancrouge. “This city is a microcosm, an isolated environment with its own media environment where we can test campaigns in a unique, controlled setting, while all owing for an optimization of investments as we can experiment at low cost and produce top quality work owing to our local creative and strategic expertise. The YUL-LAB is an idea that has the power and the potential to conquer new markets across the world” The YUL-LAB will take its message on the road, starting at next months’ prestigious New York Advertising Week and to Chicago in November. The trade mission will be led by Daniel Lamarre, president/CEO of Cirque du Soleil.