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Desjardins Financial Security conducts out-of-home campaign

Montreal-based Desjardins Financial Security has begun an out-of-home campaign in Ontario and Atlantic Canada for its line of travel insurance products. The campaign, aimed primarily at adults between the ages of 25 to 54 who enjoy travel, is being conducted through Zoom Media's inventory of advertising display faces in the changing rooms of retail chain Bikini Village. The campaign will run until the end of the month. The goal of the effort is to increase brand awareness of these products outside Quebec. The creative directs viewers to a website at <>. "We're focusing on strategic advertising placement by targeting travel-related environments, such as Bikini Village," said Katherine Peters, commercialization consultant at Desjardins Financial Security. "We're also using a pull strategy to direct consumers to our online premium simulator, which gives them the opportunity to experience the brand first hand and consider us when it comes time to choose travel insurance for their next trip."

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