The Challenge

CIBC‘s new credit card, the CIBC Aventura Gold VISA card, offers a host of benefits including lifestyle rewards, travel rewards on over 100 airlines with no blackout periods, flexible travel rewards and the ability to convert Aventura Points to Aeroplan Miles. CIBC hired Polaris Public Relations to generate positive media coverage about the Aventura credit card and position it as the only card that delivers exclusive lifestyle experiences and unforgettable travel rewards.

Polaris PR Strategy

To promote the new card, our creative theme focused on the lifestyle and travel rewards consumers could earn. Events, visuals and media materials based on the Aventura Rewards were used to help communicate our key messages.

The program began with a series of teaser events the day before the launch event. These events reflected the lifestyle and travel rewards available with the new card–a fisherman dressed in a tuxedo went fly-fishing outside the Toronto Eaton Center and a scuba diver traveled the TTC.

The following day a launch event was held at Commerce Court where the new card was unveiled. Different activities reflecting the various Aventura Rewards were also staged at the event. The same day a media kit containing a variety of items to reflect the rewards (e.g. a small pair of binoculars, a set of golf balls, travel kit with spa items and a corkscrew set) was distributed to key media.

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