CLIENT
CIBC
Mark Ardern, Director, Marketing Communications
Vanessa Bresee, Senior Manager, Marketing Communications
Rob Assimakopoulos, SVP, Chief Marketing Officer
Jennifer Davidson, VP, Marketing & Client Communications
Angela Sarino, Senior Director, Marketing Communications
AGENCY
Juniper Park\TBWA Communications *Lead Agency
Yeda Beraldo, Planning Director
Graham Lang, Chief Creative Officer
Andy Linardatos, Group Creative Director
Hylton Mann, Group Creative Director
Mark Tomblin, Chief Strategy Officer
Shelly-Ann Scott, VP, Group Account Director
Lisa Kahn, SVP, Business Director
Kieran Miles, Head of Strategy
SUMMARY
In 2013 Aventura was launched with a differentiated message and benefit (fly any airline, any seat), however, over the years it lost its competitiveness and consequently, year-over-year sales declined tremendously.
In a category with few differentiators between cards, in order to drive consideration Aventura had just one choice – re-launch the brand in a distinctive way.
This case shows how Aventura used a powerful insight-led advertising campaign to become The Traveller's Travel Card and for the first time - the category’s top choice.
