CIBC conducts Holidays for Heroes contest
CIBC of Toronto has begun a campaign called “Holidays for Heroes” intended to express support for frontline health care workers during the COVID-19 pandemic. The promotion invites consumers to nominate health care workers online at <http://www.cibcholidaysforheroes.com>. Randomly chosen winner will receive a travel voucher that can be redeemed at a later date. According to the company, it will distribute 30 million Aventura loyalty points during the promotion.
The contest is being promoted with a series of four online videos depicting real life health care workers surprising family members with a visit. The videos were developed by Juniper Park TBWA of Toronto. They will be accompanied by print ads in The Globe and Mail. Media work is being handled by Mediacom, with web development by Fuse.
“Our frontline health care workers have been working tirelessly to keep our communities safe,” said Esther Benzie, vice-president of marketing strategy and communication at CIBC. “We want to say thank you for all their tremendous efforts amid this challenging time.”