BMO TARGETING CANADA TRUST MASTERCARD HOLDERS
By Adnews Staff
Toronto-based Bank of Montreal is launching a new ad campaign to target Canada Trust MasterCard holders to switch to BMO's MasterCard. As a result of the TD Bank takeover of Canada Trust, the CT MasterCard portfolio is currently up for sale. "Recent newspaper reports have speculated that a U.S. credit card company or U.S. bank will purchase the CT MasterCard portfolio," Rob Pearce, executive vice president, electronic banking services, Bank of Montreal said in a release. "The Canada Trust MasterCard will soon be a thing of the past - but having a Canadian MasterCard doesn't have to be." The BMO campaign which launched Saturday and runs until early April was created by Toronto-based Vickers & Benson. Creative includes mail drops, direct mail, Internet and print advertising. The ads ask "Is Your Card About to Spilt?" and features a Canada Trust MasterCard being cut in two. CT MasterCard holders are encouraged to apply for a BMO MasterCard by calling a 1-888 number or by visiting the BMO's Web site at <http://www.bmo.com/mastercard/valid>.