Spotted! TD sees through the Globe

The bank executes an innovative section-cover wrap in Saturday's Globe and Mail, allowing readers to see through to the benefits of its travel rewards card.

Pundits may be clamouring for more transparency in the banking business south of the border, but TD Canada Trust was perfectly clear about the benefits of its travel rewards credit card in its ad execution in the Globe and Mail this weekend.

The bank promoted the TD Canada Trust First Class Infinite Visa card with a translucent cover wrap and ad execution in the weekend Travel section of the national newspaper. The special tissue-like paper covered a second cover wrap of regular newsprint, featuring TD ad creative on both. The ‘regular’ cover of the section was the third page in. The same was repeated for the three back pages. The creative theme of the ad was ‘revealing’ the travel benefits of the card; on the front, the translucent cover featuring the Visa card revealed images of travel goodies underneath, while in the back, photos of vacation scenarios were augmented with photos of locations with the tagline ‘With the TD First Class Visa Card your travel plans become a reality.’

The media for the execution was handled by Starcom MediaVest in Toronto and Draftfcb in Toronto handled the creative.

The execution was developed to build on a previous special media execution for the First Class card in both the Globe and Toronto Star last fall. The creative for that campaign focused on ‘breaking through the barriers’ in the travel-rewards marketplace, while this weekend’s execution was meant to embody the idea of ‘revealing’ all the travel benefits one can obtain by using the TD Canada trust card, Susan Courtney, VP group media director, Starcom, tells MiC.