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TD Canada Trust gets Up Close & Comfortable on CTVglobemedia
New integrated marketing campaign links TD's iconic Green Chair to CTVglobemedia properties including CTV's Top 20 programs
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TORONTO, May 11 /CNW/ - Bringing the green room into the living room, TD Canada Trust is partnering with CTVglobemedia for the largest integrated marketing campaign of its kind by a Canadian bank. A multi-platform initiative, Up Close & Comfortable, goes centre stage, back stage and on location featuring interviews with the creative minds behind some of CTV's Top 20 hits, all while seated in TD's comfortable green chair. Shows include CSI, Lost, American Idol, Grey's Anatomy, Desperate Housewives, Flashpoint, SportsCentre, Dancing with the Stars and more across CTV, /A\, TSN and BNN.
"The series of Up Close & Comfortable interviews are truly unique as television experts take time out of their production schedules and get comfortable by sharing never-before-told stories about what happens on and off the set, all while kicking back in the comfort of our TD Canada Trust Green Chair," says Dominic Mercuri, Executive Vice President, Marketing, TD Canada Trust.
The multi-platform campaign leverages a number of CTVglobemedia properties to reach consumers on a more personal level, while reinforcing the TD Canada Trust comfortable banking positioning. Though other financial institutions have leveraged product integration, TD has taken it to the next level, integrating with dozens of hit series, personalities, channels and platforms.
"This innovative program is a prime example of where advertising and media are heading. The Up Close & Comfortable campaign allows us to engage consumers through a variety of different media, in a way that embodies what banking at TD is all about - comfort," continues Mercuri. "We are proud to spearhead this innovative approach to marketing and advertising."
The Up Close & Comfortable campaign has been granted unprecedented access to top Canadian and American programs, including on-set interviews with directors, writers and other creative positions behind the scenes.
"Up Close & Comfortable is unprecedented in so many ways," said Carmen Lago, Director, Brand Partnerships, CTV Inc. "The magnitude of the access we've been granted to TV's top series is truly extraordinary, allowing us to execute not only a ground-breaking campaign for TD Canada Trust, but fascinating, behind-the-scenes content for our viewers as well."
The initiative was led by Starcom and developed together with CTVglobemedia. Up Close & Comfortable was created in-house by CTV Brand Partnerships. The television campaign is directed and produced by CTV Creative Director, Patrick McCann. Carmen Lago is Director, Brand Partnerships, CTV Inc. Mary Kreuk is Vice-President, Marketing, CTV Inc.
About Starcom MediaVest Group
Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of highly specialized consumer contact companies. SMG's global organization includes strategic marketing communication architects who are highly specialized in media management, response media, and digital communications, as well as multicultural, entertainment, gaming, sports, sponsorship, event marketing and media. With nearly 6,000 employees in 110 offices worldwide, SMG delivers brand building results for many of the world's leading companies. SMG is part of Publicis Groupe (www.publicisgroupe.com, Euronext Paris: FR0000130577) the world's third largest communications group, the world's second largest media counsel and buying group, and a global leader in digital and healthcare communications. With around the world activities spanning more than 104 countries on five continents, the Groupe employs as many as 44,000 professionals. With sister agencies ZenithOptimedia, Denuo, Digitas and Razorfish, SMG is a member of Publicis Groupe's VivaKi (www.vivaki.com), a global digital knowledge and resource center that leverages the combined scale of the autonomous operations of its members to develop new services, new tools, and new partnerships.
CTV, Canada's Olympic Network, is also Canada's largest private broadcaster. Featuring a wide range of quality news, sports, information, and entertainment programming, CTV is Canada's most-watched television network. CTV Inc. also owns radio stations across the country and owns or has interests in leading national specialty channels, featuring news, sports, factual, arts, entertainment, music, youth and fashion programming. Official broadcaster of the Vancouver 2010 Olympic and Paralympic Winter Games and London 2012 Games of the Olympiad, CTV Inc. is owned by CTVglobemedia Inc., Canada's premier multi-media company, which also owns Canada's national newspaper, The Globe and Mail. More information about CTV may be found on the network's website at www.ctv.ca.
About TD Bank Financial Group
The Toronto-Dominion Bank and its subsidiaries are collectively known as TD Bank Financial Group. TD Bank Financial Group is the sixth largest bank in North America by branches and serves more than 18 million customers in four key businesses operating in a number of locations in key financial centres around the globe: Canadian Personal and Commercial Banking, including TD Canada Trust and TD Insurance; Wealth Management, including TD Waterhouse and an investment in TD Ameritrade; U.S. Personal and Commercial Banking, including TD Bank, America's Most Convenient Bank; and Wholesale Banking, including TD Securities. TD Bank Financial Group also ranks among the world's leading online financial services firms, with more than 6 million online customers. TD Bank Financial Group had CDN$567 billion in assets on January 31, 2010. The Toronto-Dominion Bank trades under the symbol "TD" on the Toronto and New York Stock Exchanges.
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