Capital One travels with CTV
The brands are once again partnering to offer Amazing Race viewers the chance to win a trip to a location featured in the show.
CTV, along with Capital One, is transforming The Amazing Race into reality for Canadian viewers with a weekly contest, starting this week, that offers six trips for two to an exotic location featured in that week’s episode of the show.
It’s the second time that Capital One and CTV have partnered for the contest – the first was last year – and it’s a relationship both brands were keen to continue, Laurel Ostfield, communications manager, Capital One Canada, tells MiC. In 2010, the contest recieved over 20,000 unique entries.
‘The sheer brand presence and awareness of The Amazing Race on its own is a tour de force in the TV world,’ says Ostfield. ‘So, being able to work in partnership with them – just having the brand affiliation – is great for us.’
Targeting 25- to 54-year-olds, the promotion is a good fit for the credit card company, Ostfield says, as it offers a travel-based points card, the Capital One Aspire World MasterCard, with which consumers can accumulate rewards miles for travel of their choice.
Only open to Canadians, contestants must ‘like’ the Capital One Aspire Facebook page in order to enter.
With media handled by MediaVest in Toronto, print advertisements are locked in for the Toronto Star as well as display advertisements on the CTV and Capital One websites. The contest runs from Monday, April 4 to Sunday, May 15, 2011.
According to CTV, The Amazing Race averages 2.7 million Canadian viewers every Sunday. Its 18th season began on Feb. 20 and will conclude with a two-hour season finale on May 8. It is the first season the show has aired in HD.
According to a new study from Maritz Canada, 31% of Canadians intend to redeem their loyalty points for ‘adventurous, exciting events.’ Highlights from the study can be viewed here.