05/21/2013 13:12 EDT | Updated 07/21/2013 05:12 EDT

Business conference draws creative minds to Montreal

A three day business conference that begins Tuesday in Montreal is expected to help boost the city’s international reputation.

From 'Pastagate' to corruption allegations, recent headlines may have drawn negative attention to Montreal.

But behind the scenes at C2-Montreal, promoters say they won’t let negative attention put a damper on the event.

The event will welcome some of the biggest names in the business world to the city.

“It's a bit of an antidote,” says Nadia Lakhdari, vice-president of content for C2-MTL.

“Whether it's entrepreneurs, business people, creatives, artists, who've come together to say … let's show the world what Montreal has to offer.”

This year’s C2-MTL workshops will focus on creativity.

A range of top executives are on the guest list, including representatives for Intel and Boeing, as well as keynote speaker Sir Richard Branson, the chairman of Virgin Group.

Promoters say the conference will help build bridges between various business sectors.

“We really want to lower the barrier between different industries, because people have a lot to learn from each other,” says participant John Woldenberg who hopes C2-MTL will help inspire his creativity.

“I like disruptive thinkers and this is filled with incredible … entrepreneurs that aren't bound by any institutional expectations and think outside the box,” Woldenberg said.

Event organizers say they are expecting at least 2,000 participants and tickets are selling out fast.