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MasterCard conducts national campaign

Credit card company MasterCard is conducting what it describes as its largest integrated marketing campaign in Canada. The initative, called "Days That Change Everything," will run until the end of June. It focuses on the large number of places at which the card is accepted. Developed by MacLaren McCann, the campaign will primarily make use of television advertising in the form of 30-second commercials. These are expected to reach approximately 90% of Canadians between the ages of 19 and 49.

The campaign involves the participation of Loblaws, Walmart, Costco and Canadian Tire. The television creative incorporates an end slate for each retail chain to promote its involvement with MasterCard. According to the company, this is the first time MasterCard has had the participation of these four retailers in its marketing.

Additional elements include online video, out-of-home advertising in the Greater Toronto Area, point-of-sale materials and social media activities. Media planning and buying are being managed by Carat. Public relations are being conducted by Ketchum.

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