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Desjardins conducts RRSP campaign

Montreal-based financial services company Desjardins has signed an agreement with advertising sales representation firm MediaTonik, also of Montreal. The deal is intended to help Desjardins reach a larger audience of potential investors during the 2021 RRSP period. As part of the initiative, MediaTonik arranged a content marketing partnership between Desjardins and Montreal-based news magazine L’actualité. This effort will consist of an online and print content package on personal finances called “How to age rich despite the pandemic.”

“L’actualité is a well-established brand in Quebec,” said Annick Mathieu, a media strategy advisor at Desjardins. “The quality of its content, its credibility and the reach of its audience make this medium a good choice to speak directly to our target audience. By joining forces with L’actualité, Desjardins is seizing a great opportunity to reach a very specific profile of Quebecers. Moreover, Desjardins is proud to support a Canadian media and to play a leading role in the vitality of the Quebec media ecosystem.”

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