Scotiabank bows celeb-for-a-day contest

To promote its Scene movie discount/credit card, the banking biggie will give three winners, and their posses, the full star treatment.

After partnering with cinemas in Toronto, Montreal, Vancouver and Edmonton, and launching its combo movie discount/credit Scene card in May, Scotiabank is now really ‘going Hollywood.’

Yesterday, the bank launched a mega-glitzy contest. Until October 8, any Canadian can enter by going online to open a new Scotiabank account with a Scene ScotiaCard, or to sign up for a new Scene Visa card. The prizes, from both Scotiabank and contest partner Cineplex, are indisputably generous.

Each of three randomly chosen winners will share a day of VIP treatment with their very own entourage of five friends. The treats include: $2,500 each; a personal shopper to help them and their entourage choose $500 worth of posh outfits; and a visit to a hair salon. There will also be limo service, a bodyguard and even pretend paparazzi, who will snap the winners as they arrive at their local Cineplex Entertainment movie theatre to enjoy reserved seating and unlimited refreshments.

‘This contest is what Scene is all about,’ explains John Doig, Scotiabank’s SVP of brand and marketing programs. ‘It’s fun, exciting and pure entertainment. Our partnership with Cineplex brings together two great brands in an innovative way to provide extra benefits and rewards to our customers.’

To publicize the ‘Scotiabank Fame Fortune and Your Fifteen Minutes’ contest, banner ads (in both English and French) are running on various, Entertainment ROS, Hotmail, Gorilla Nation,,, LavaLife,, and Google.

There are also ads on the home pages of / and promotion on the website and in the monthly Scene Spotlight enewsletter sent to all current Scene card holders. A print ad will appear in the September edition of Cineplex Entertainment’s Famous Magazine.

As well, beginning September 1, a digital pre-show ad will run in Cineplex Theatres across the country, and posters will appear in Cineplex theatres as well as the concourse level of ScotiaPlaza in Toronto. To hit the younger crowd, StudentAwards – with which Scotiabank worked to build the contest promotion and microsite – will send emails to its 250,000 members across Canada.