Belairdirect readies summer promotion
By Derek Winkler
Insurance company Belairdirect is preparing a promotion involving 15 concerts at the RBC Amphitheatre and the Osheaga Music and Arts Festival in Montreal. In Toronto the promotion will make use of a branded installation featuring a mini-putt game incorporating obstacles such as car accidents and floods. In Montreal, it will take the form of a named stage and a waffle fundraiser for the Breakfast Club of Canada. The promotion will run in Toronto from June 14 to Sept. 15 and in Montreal from July 31 to Aug. 2.
“This summer we’re meeting people where they are, at the concerts and festivals they love, to create memorable experience that are true to the Belairdirect brand,” said Bryan Dinh, vice-president of brand, digital and growth marketing at Belairdirect. “At RBC Amphitheatre, we’re creating a playful activation that raises awareness of insurance by connecting it to the life moments that matter most to consumers. At Osheaga, we’ll offer festivalgoers an affordable snack while pairing our presence with a purpose.”