SONY OF CANADA CHARGES IT WITH CITIBANK CANADA
By Adnews Staff
Sony of Canada is going shopping with Citibank Canada both of Toronto. The two companies are launching a new Sony Visa Card. The card, which has been tagged "The official currency of playtime", awards customers points which are redeemable toward Sony products. For every dollar spent using the card, customers receive one Sony Point. Double points are awarded when a customer purchases Sony merchandise from authorized dealers. Points are redeemable for products listed in the Sony Rewards catalogue. The new card is being promoted using print advertising, a direct mail and a public relations campaign, and through point-of-sale materials in the 77 Sony Stores and 1,1000 authorized dealer locations across Canada. A general campaign which launches today includes national print advertising in major dailies, outdoor and transit advertising in selected markets and in-theatre promotion in Cineplex Odeon theatres in selected markets. Due North Communications of Toronto handled the outdoor, print and theatre advertising while Wunderman Cato Johnson, also of Toronto, handled the direct mail and POS materials. PR for both Sony of Canada and Citibank Canada is handled by Cohn & Wolfe of Toronto.