BMO Financial Group begins Power of Blue promotion
By Adnews Staff
BMO Financial Group of Toronto has introduced a new promotional program called "BMO Power of Blue." The initiative is intended to deliver special treatment to customers of the company who attend BMO-sponsored events. The program is currently in effect for Toronto Maple Leafs home games and the BMO Canadian Figure Skating Championships. Customers who attend these events can enter the venue through a special gate by displaying their debit cards. Attendees can also qualify for various prizes by holding up their cards during stoppages in play. BMO customers who register online will also receive coupons for discounts on food and merchandise at the Air Canada Centre. They will also be entered into monthly draws for prizes such as trips, autograph sessions and merchandise. BMO is operating the program in association with Maple Leaf Sports & Entertainment. "In looking at our sponsorships we wanted to stretch ourselves beyond brand awareness and find ways to engage our customers with real and meaningful benefits," said Sandy Bourne, vice-president of advertising, corporate sponsorship and events at BMO. "The key was to make our customers feel special by extending our relationship with the Leafs to provide benefits to our customers, enhancing their event experience and creating unexpected, perhaps once-in-a-lifetime, opportunities." The "Power of Blue" initiative will be promoting with a marketing campaign consisting of print, television and online advertising, as well as in-arena signage and in-branch materials.