In order to break through an already saturated credit card market, Scotiabank needed to reach the true travel aficionados and build brand recognition through genuine one-to-one connections.
The campaign built on the insight that Canadians typically hunker down in the post-holiday winter months, which provided a perfect opportunity to engage them with the escapism that travel allows. We invited Canadians to “Warm up to Winter” and encouraged them to embrace the period ahead. Through a series of integrated and cross-platform executions, the campaign effectively aligned the Scotiabank brand with local & international travel content, providing a natural synergy that enhanced Scotiabank’s brand recognition within the travel environment and associated them with vacation interactions.
“Warm Up to winter” initiative encompassed multiple touch points to absorb the consumer within their desire to travel:
1. Robust content hubs on Travel+Escape and Jaunt.ca Websites
2. Editorial Integrations were developed through Travel+Escape Blogger Posts
3. Bespoke “Warm up to Winter” 5-Part Video Series was created
4. Ownership of Beyond Wonderlust: The New Nomads, which featured bloggers leading a nomadic travel lifestyle.
5. Facebook Photo Contest, giving away a trip to a dream destination
The content lived within the hubs, however an innovative approach to take the content to the consumer was employed to enhance the consumer experience and generate conversation around travel within social media. Key social media platforms were leveraged to disperse the video series across key social platforms, taking the content to the travel enthusiast.
The Scotiabank AMEX Gold message met the targeting objectives by amassing 8.6MM earned impressions during the campaign period. The Facebook Photo Contest garnered 11,000 entries over a 2 month period, while the increased traffic to Jaunt.ca & Travel+Escape delivered 77% over projected totals. In the end, the program helped Scotiabank to exceed its proposed card acquisition goal for the period and it gave Canadians a reason to “Warm up to Winter”.