Bank of Montreal begins Uncover the Rewards campaign
BMO Bank of Montreal has begun an out-of-home marketing campaign called "Uncover the Rewards" at Pearson International Airport in Toronto. The installation, developed by Monster Media, consists of a 12-by-7.5 foot electronic display in the departure area of Terminal One that travelers can use to play an interactive memory game. The display also offers a credit card loyalty points calculator and other information promoting the company's World Elite MasterCard. "The sheer scale of the installation gives the display a fantastic presence for our World Elite MasterCard and for the BMO brand," said Su McVey, marketing vice-president at BMO. "It's a creative and effective way for us to build awareness amongst a key market segment, frequent travelers, about BMO World Elite's superior travel benefits, using touch screen technology on a grand scale. The game provides travelers with an engaging way to get to know us a bit better. Customers become engaged in the game and walk away with a much more immediate sense of if and how BMO World Elite MasterCard fits their travel needs."