CIBC is singing the praises of globetrotting to advance the fortunes of its Aventura Visa card.
The bank’s “The World Is Your Oyster,” highlights different ways to earn points while travelling with its CIBC Aventura, whether it’s pearl shopping in Dubai or marveling at a Dutch master in The Hague.
“‘The World Is Your Oyster’ campaign really demonstrates how CIBC Aventura is helping to make our clients’ travel ambitions real,” says Angela Sarino, vice-president of business partner marketing for CIBC. “This card is meant to celebrate everyone’s unique style of travelling, and with the points you earn from CIBC’s Aventura travel card, you can adventure where, when and how you want.”
“Adventure is so necessary for our development and quality of life,” said Dhaval Bhatt, founder and co-CCO of CIBC’s agency partner, Courage.
“A lot of the mandate is actually establishing a clear role for the bank in the communications we do,” he says, and doing so while saying something insightful, inspiring and relatable. In this case, it is about experiencing new things and venturing out of your comfort zone with help from the travel rewards card Aventura.
The campaign includes conventional TV and social. It is also accompanied by out-of-home at a variety of locations including prominent airports, and print featuring iconic travel destinations like the Eiffel Tower carefully rendered inside oyster shells (pictured below), as well as in-branch signage.
“This is definitely one of the bigger initiatives of the year,” Bhatt says.
Essence is the media buy partner for the campaign, with Oliver also contributing as an agency partner on the conversion (lower funnel) work. Previous work for the CIBC Aventura card also targeted seasoned travellers, but was handled by Juniper Park\TBWA, and featured the animated character, Percy the Penguin.
