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President's Choice Financial breaks new campaign

President's Choice Financial has begun a new marketing campaign to promote its no-fee bank account. According to the company, this is the brand's first campaign of this size in 12 years. The campaign consists of a television commercial featuring Galen Weston, executive chairman of parent company Loblaw, as well as print, online, in-store and out-of-home advertising. "Our no fee bank account revolutionized the Canadian banking industry when it was launched 12 years ago, and with this campaign we are reminding Canadians they have a choice to do their daily banking without fees," said Barry Columb, president of PC Financial. "The TV spot featuring Galen Weston demonstrates the importance of PC Financial as part of the overall President's Choice brand and we will keep the momentum going." The creative makes use of taglines such as, "You Hate Bank Fees. We Don't Charge Them. What a Coincidence," and "Saving You Money One Annoying Bank Fee at a Time." The television campaign will run in Ontario for four weeks, while the billboard and transit shelter component will run for eight weeks. The in-store materials will run nationally.

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