NATIONAL BANK WELCOMES NEW IMAGE CAMPAIGN
By Adnews Staff
National Bank of Canada, based in Montreal, will begin rolling out a new three-year image campaign today. The campaign is called "Vous serez plus a l'aise" which, loosely translated, means "you would be more comfortable," Jean Robillard, media relations and financial communications officer for National Bank of Canada said. The campaign is designed to position the Bank as a welcoming financial institution that is committed to being available for its clients. The campaign will initially break in the Quebec market with print and television ads. Advertising creative builds on the idea of comfort by featuring an image of a red chair that transforms into the Bank's logo. Following the re-design of the National's Web site in mid-November, an online component to the campaign will launch. Advertising is targeting Quebecers 35-54 years of age. The campaign will launch nationally in January. Advertising will be supported with a number of promotions throughout the year for specific products targeting different client groups. The National Bank of Canada operates over 600 branches across the country. Advertising is done by LG2 of Montreal.