As Canadians’ frustration with rising fees grows, Tangerine Bank is launching a new campaign to help them save money while traveling.

As part of the “No Fee Checking” campaign, the bank will help pay for baggage check-in fees on any airline. The brand will provide a $40 rebate when a purchase of $39.55 or more has been made using a Tangerine debit or credit card. The offer is available to the bank’s first 7,500 eligible customers.

Natalie Jones, chief marketing officer at Tangerine, tells strategy that the campaign was inspired by the brand’s original approach of not making its clients pay monthly fees on their checking accounts. The team also tapped into the growing sentiment among Canadians that they are paying more in many places, exacerbated by the wave of fee hikes, including those at airports.

“‘No Fee Checking’ aligns with the bank’s existing brand positioning,” Jones says. “Our purpose is to remove barriers that get in the way of living – and when it comes to banking we strive to avoid having our clients jump through hoops. You can see this articulated in our most recent brand spot. This offer is a reflection of that.”

Tangerine had been targeting its marketing efforts at younger individuals and families, who are more comfortable with digital self-service banking. Its previous campaign, “Hoops,” revolved around a video showing a gray, drab world in which commuters have to constantly jump through hoops. According to Jones, “No Fee Checking” is another way Tangerine offers its customers simple, hoops-free banking experiences.

Unlike its previous TV-focused campaign, the media plan for the new work is geared toward social channels, as well as influencer and sponsored content. Rethink, the brand’s creative AOR since 2022, devised the campaign. Rethink PR also managed PR, while PHD handled the media buying.

“Our media strategy was focused on reaching our target where they’re most engaged – in their social feeds,” Jones says. “This gave us the opportunity to capture attention visually and clearly showcase our offer. There’s also the benefit of targeting, real-time engagement, and the ability to drive consideration.”