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BMO breaks moving day campaign in Montreal

BMO Bank of Montreal has begun a campaign in Montreal promoting its services to consumers who are planning to change residences. Developed by Bell Media Mix and Maxus, the campaign focuses on the Quebec tradition of moving on Canada Day and uses the tagline, "Ici pour vous." It consists of radio and online advertising, as well as an experiential component.

The campaign is running on radio stations 107.3 Rouge FM and Virgin Radio 96, as well as on online properties including Canal Vie, Canal D, Séries+, Z, Historia, Sympatico and The Loop. The effort also includes a website at <http://www.bmomovingday.com>.

The campaign encourages residents of Montreal to participate in a contest called "BMO Moving Day," the winner of which will receive moving services from Le Clan Panneton, as well as a one-year package of Bell services including Fibe TV, Fibe Internet, and residential telephone service.

On June 13, BMO employees along with staff from the two radio stations will distribute 2,000 moving boxes in the Montreal area. Then, on July 1, promotional workers on Montreal streets will distribute water to people in the process of moving. Both of these activities will be supported with live radio broadcasts.

"Bell Media Mix is the ideal partner to support and drive the success of [this] campaign," said Michelle LaBarre, vice-president of Bell Media Mix. "Our multiple properties and platforms enable BMO to reach its target audience, as well as leverage our various resources to optimize the scope of the campaign's experiential marketing segment."

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