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Making news. Changing minds. |
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CIBC Aventura Gold VISA card  In 2002 CIBC began research and development on a new credit card and lifestyle rewards program, the CIBC Aventura Gold VISA card. This new product would offer 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. Objectives CIBC hired Polaris Public Relations to generate positive media coverage about the Aventura credit card and position it as the only card to deliver exclusive lifestyle experiences and unforgettable travel rewards. The Solution To promote the new card, a creative theme focusing on the lifestyle and travel rewards consumers could earn was developed. Wherever possible, 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. Results Total audience reach of the program was over eight million, resulting in a cost per thousand of $9.54 (versus a target of $15 or less). Highlights of the media coverage included a feature on ‘experiential’ travel in The Ottawa Citizen, 36 print articles, eight television news segments and a variety of trade publications.  |
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CBIC unveils card with ‘lifestyle’ theme CIBC offers ‘indulgence’ products in new campaign New CIBC Gold Visa offers exclusive rewards CIBC's new credit card offers adventure reward CIBC launches lifestyle credit card ‘Experiential’ travelers the new-age time trippers Get involved in your travels CIBC adds new twist in travel card |
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