This paper will analyze the process of the interpretation of heritage in the goal of putting it into action. It will present, in this manner, an archetype of valuation of heritage in the realm of tourism. This archetype makes a case for the definition of an imaginary wintertime Montreal based on its so-called "traditional" winter heritage. In studying the evolution of the Montreal winter carnival since 1883 to its contemporary iteration, I will relate the attempts by public and private organizations to define a winter imaginary. This paper will consist of an analysis executed based on a vast corpus of press articles, diverse forms of promotional content and guided tours.