With the launch of their new World Elite MasterCard, BMO is running an extensive print and OOH campaign from April through July.

Targeted at married homeowners aged 45-to-64 with an annual combined household income above $100K, the campaign strategy is to engage the demo in specific lifestyle interest areas such as fine dining, fashion, culture and luxury, and to talk to them while they’re travelling to and from work, BMO’s Ralph Marranch tells MiC.

Print ads will appear in such upscale consumer publications as Maclean’s, Toronto Life, Profit, Walrus, Nuvo, Audi Magazine, Mercedes Magazine, Fairmont Magazine, Sharp, Azure, Lifestyle and Avenue Calgary. In Quebec, media buys include L’Actualité, LPA, Cellier, Prestige Design and Plaisir de Vivre. 

The OOH component will include the Toronto PATH underground network as well as Captivate screens in both Toronto and Vancouver. There will also be OOH at the Toronto, Montreal and Vancouver airports.

Cossette, BMO’s agency of record, also handled the media buy.

with files from Katie Bailey