TD Canada Trust begins Up Close & Comfortable campaign
By Adnews Staff
TD Canada Trust has begun a marketing campaign called "Up Close & Comfortable" in association with CTVglobemedia. The initiative consists of a series of interviews with directors, writers and other creative crew members from CTV prime time programs including CSI, Lost, American Idol, Grey's Anatomy, Desperate Housewives, Flashpoint, SportsCentre and Dancing with the Stars. The interview subjects sit in the green chair which has appeared in previous TD advertising. According to TD, this will be the largest integrated marketing campaign of its kind by a Canadian bank. "The series of Up Close & Comfortable interviews are truly unique as television experts take time out of their production schedules and get comfortable by sharing never-before-told stories about what happens on and off the set, all while kicking back in the comfort of our TD Canada Trust Green Chair," said Dominic Mercuri, executive vice-president of marketing at TD Canada Trust. "This innovative program is a prime example of where advertising and media are heading. The campaign allows us to engage consumers through a variety of different media in a way that embodies what banking at TD is all about, comfort." The initiative was developed by Starcom and CTVglobemedia. The interviews were produced in-house by CTV Brand Partnerships.