Desjardins Anglophones Campaign

Gail Chiasson, North American Editor

Quebec’s Desjardins Financial Security is currently advertising in Zoom Media’s Fashion network in Ontario and the Maritimes in order to reach Anglophones outside Quebec.

To reach its target market of 25-to-54-year-old travelers, DFS chose the Bikini Village chain, part of Zoom’s Fashion network, to advertise its travel insurance. The ads are appearing through the month of November.

The campaign’s goal is to boost brand awareness outside Quebec by putting the product front and centre with customers during the time they spend in fitting rooms. This is the perfect place to promote the website, the Desjardins brand, and the travel insurance product.

“We’re focusing on strategic advertising placement by targeting travel-related environments, such as Bikini Village. We’re also using a ‘pull’ strategy to direct consumers to our online premium simulator, which gives them the opportunity to experience the brand first hand and consider us when it comes time to choose travel insurance for their next trip,” says Katherine Peters, commercialization consultant at Desjardins Financial Security.

Desjardins Financial Security, a subsidiary of Desjardins Group, the largest cooperative financial group in Canada, specializes in providing life insurance, health insurance and retirement savings products to individuals and groups. Every day, over five million Canadians rely on Desjardins Financial Security to ensure their financial well-being. Desjardins Financial Security employs some 3,800 people and administers over $23.8 billion in assets from offices in several cities across the country, including Vancouver, Calgary, Winnipeg, Toronto, Ottawa, Montreal, Québec, Lévis, Halifax and St. John’s.

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