"JUST SAY INTERAC" THIS HOLIDAY SEASON
By Adnews Staff
Interact Association, the Toronto-based association responsible for the development of the country's two electronic financial services, is encouraging Canadians to "Just Say Interac" with the launch of a new national advertising campaign. The new campaign, created by Toronto's Axmith McIntyre Wicht, is timed to keep Interac on consumers minds as they head into the holiday shopping season. The association introduced the country's, Interact Direct Payment system, Canada's national debit card service, nationally six years ago and introduced the Interac Shared Cash Dispensing Service for withdrawals at automated banking machines, ten years ago. The campaign's new tagline "Just Say Interac" is being featured in television and out-of-home advertising, that broke October 9. Advertising creative includes everyday items such as a knife and fork, gas pump and shopping bag handles, attached to the Interact logo to communicate that Interac is everywhere. Sara Feldman, vice president, communications and marketing, Interac Association, said Interac is now part of the DNA in Canada, playing an integral part in how Canadians live. The campaign marks the association's move to a new stage and replaces the "Swipe the Strip" tagline first introduced in 1996 from Stringer Veroni Ketchum of Toronto. Feldman explained the previous tagline was used as an educational tool to introduce the Interac debt card service to Canadians and explain how it works. Now the association's advertising goal is to keep the service top of mind, Feldman said, building on its value and convenience. Public relations activities from Toronto's Strategic Objectives will support the advertising campaign.