BMO and Bell Media Mix Get Montrealers Moving

— June 1st, 2015

– Bell Media Mix and BMO launch creative, multiplatform campaign to help Montrealers who are moving –

MONTRÉAL (June 1, 2015) – Bell Media Mix announced today the launch of a new multi-platform campaign for BMO Bank of Montreal, which breathes life into their “Ici pour vous” (“We’re here to help”) tagline and aims to help those who will be changing their residence during moving season. By underscoring Québec’s homegrown tradition of moving on Canada Day, BMO Bank of Montreal is adding some local flavour to its media blitz, which has established a radio and web presence since May 26. Developed by Bell Media Mix and Maxus, the campaign also delivers an original experiential marketing segment to better reach its target audience.

Virgin

BMO Bank of Montreal’s campaign on the Virgin Radio 96 website

“Bell Media Mix is the ideal partner to support and drive the success of BMO Bank of Montreal’s Ici pour vous campaign,” said Michelle LaBarre, Vice-President, Bell Media Mix. “Our multiple properties and platforms enable BMO Bank of Montreal to reach its target audience, as well as leverage our various resources to optimize the scope of the campaign’s experiential marketing segment.” The campaign invites Montrealers to participate in the “BMO Moving Day” contest for the chance to win a turn-key moving service from Le Clan Panneton, as well as a Bell residential services package featuring a one-year subscription to Fibe TV, Fibe Internet, and residential telephone service. The “BMO Moving Day” media blitz was launched on 107,3 Rouge fm and Virgin Radio 96, with an additional presence on the stations’ respective websites, along with those of Canal Vie, Canal D, Séries+, Z, and Historia, as well as digital properties Sympatico and The Loop. Various advertising formats are also leveraged, including 30-second breaks within set programming and web environment saturation, to optimize the campaign’s overall impact. Participants are invited to register on the contest’s microsite, bmomovingday.com, which was designed specifically for this event. Moreover, BMO Bank of Montreal will take part in moving preparations by distributing 2,000 moving boxes across the Montréal area. On June 13, promotional teams from 107,3 Rouge fm and Virgin Radio 96 will join forces with employees from participating BMO branches to help dispense them. Both radio stations will announce the event’s activation on the same day, with their hosts available on-site to invite listeners to join them. Lastly, the full meaning of the “We’re here to help” promise will be revealed on July 1, as BMO volunteers, along with the 107,3 Rouge fm field team, walk the streets of Montréal giving water to movers. Throughout the day, the station will also be broadcasting a live promotional report and inform its listeners that BMO is there for them.

About Bell Media
With passion and an unrelenting commitment to excellence, Bell Media creates content and builds brands that entertain, inform, engage, and inspire audiences through the platforms of their choice. Bell Media is Canada’s premier multimedia company with leading assets in television, radio, out-of-home advertising, and digital media. Bell Media owns 30 local television stations led by CTV, Canada’s #1 television network; 35 specialty channels, including TSN and RDS, Canada’s most-watched specialty channels in English and French; and four pay TV services, including The Movie Network and Super Écran. Bell Media is also Canada’s largest radio broadcaster, with 106 licensed radio stations in 54 markets across Canada. Bell Media owns Astral Out of Home, one of Canada’s most dynamic and innovative out-of-home advertising companies with a network of more than 10,500 advertising faces in British Columbia, Alberta, Ontario, Québec, and Nova Scotia. Bell Media also operates more than 200 websites; delivers TV Everywhere with premium subscription on-demand streaming service CraveTV, as well as its innovative GO video streaming services including CTV GO, TMN GO, and TSN GO; holds an equity stake in digital startup Hubub; is partners in Cirque du Soleil Media, a joint venture with Cirque du Soleil; and owns Dome Productions Inc., a multi-platform production company. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. For more on Bell Media, please visit www.bellmedia.ca.

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Press Room
Contact

Olivier Racette

Manager, Corporate Communications (Quebec)