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National Bank Financial Group breaks new campaign

National Bank Financial Group has undertaken a marketing initiative in Ontario and Atlantic Canada. The campaign is intended to raise awareness of the bank's customer service and to attract new customers to its investment products. "We wanted to make a strong statement about how National Bank is part of the neighborhoods in which we serve our customers," said Lucie Brouillette, manager of corporate marketing and communications at National Bank. "So we've made this campaign as customized and personal as our people and our customer relationships." The campaign makes use of transit shelter ads that have been customized to refer to the neighbourhood in which they appear, including executions in Hindi, Punjabi, Chinese, Portuguese, Italian and French. Other components include billboards, transit posters, elevator ads, print ads, direct mail and in-branch materials. The campaign, which will run until the end of November was developed by Bos Toronto.

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