Tourism Montreal's latest campaign to promote next year's 375th birthday celebrations is a bit of a head scratcher, just ask the people of Toronto.
Named "Sorry" the campaign is a tongue and cheek apology to some cities in Ontario and the United States.
"Dear neighbours from Toronto and New York, we're turning 375 in 2017 so we'll be celebrating all year! We're going to make a lot of noise…Sorry! We live right next door so of course, you're welcome to come and join us" the campaign states.
One of the first phases involved an airplane flying over the city of Toronto this week with a large banner behind it that read "Sorry Toronto."
It seems though; the banner missed its mark. The majority of Torontonians who saw the banner were left confused, while others thought it was Toronto's public transit service apologizing for lengthy delays.
Wonder if the @TTCnotices paid for this. Another disaster morning #sorrytoronto #TTC pic.twitter.com/wib6OYoAyh
— Kaela Malozewski (@kaelamal) December 6, 2016
Rough morning for transit - thousands with no way to get to work. LOVED the fly by message "SORRY TORONTO" .
— Tina Lines (@TinaLisaLines) December 6, 2016
There's also a YouTube video showing Montrealers apologizing to Toronto residents in person, who also seemed just as befuddled.
Next up, an imaginary ambassador will go to New York to invite Americans to come and party "like only Montréal knows how to do!"