Paris Hilton Brands Montreal

What do you think the value is of all the free publicity the city of Montreal has received over the past few days? You see the city of Montreal keeps getting mentioned in the media because after Paris Hilton’s Blackberry got jacked they discovered some phone numbers with the Montreal area code on it (fine, you caught me, I was on there twice ;).
I like the power of voice branding. I mentioned the same type of scenario a couple of months back because Montreal will no longer be mentioned as much in the media with the loss of the Expos and now a dead hockey season.
So, Paris Hilton is leading the PR initiative of our fair city. I’m asking myself the same question: is that a good thing or a bad thing?