BMO DUSTS OFF WELCOME MAT FOR CT MASTERCARD HOLDERS
By Adnews Staff
Toronto-based Bank of Montreal is expanding its effort in targeting Canada Trust MasterCard holders. Following the launch of a national advertising campaign specifically targeting CT card holders earlier this month, BMO is launching a direct mail push this week. Over one million direct mail pieces are being sent to Canada Trust MasterCard holders throughout Ontario, inviting them to switch to BMO's MasterCard. The direct mail piece was created by Toronto-based Vickers & Benson and features an image of a Canada Trust MasterCard and the message "Gone for Good." An image of a BMO MasterCard accompanied by the message "Good to Go" follows. CT MasterCard holders are being invited 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>.