CIBC continues Landed campaign
By Rob Bale
CIBC has resumed a content marketing campaign called “Landed” with the Toronto Star. Developed by EssenceMediacom, the initiative consists of a collection of sponsored content highlighting the personal experiences of newcomers to Canada. It is intended to attract consumers from this demographic to the bank. The campaign will run online at TheStar.com and in print over six weeks ending Aug. 31. CIBC first conducted this campaign last year.
“We know that finances, especially access to banking, are at the top of a newcomer's checklist because it drives many early decisions around how, when and where they start their journey in Canada,” said Angela Sarino, vice-president of business partner marketing at CIBC. “Through this series we had the opportunity to share the amazing stories of our clients and their ambitions as they make Canada their new home.”