National Bank is the new presenting sponsor of Growth Leaders 2020, an annual feature of L’actualité, which promotes Quebec business and the entrepreneurs who run them.

MediaTonik, a Quebec ad network focused premium publishers, orchestrated the partnership between the French-language general interest and business magazine and the financial institution.

“It’s a brand campaign with very effective content integration because the message is addressed to the right audience and banners redirect to the National Bank’s site for more information,” Guillaume Bédard, cofounder of MediaTonik tells MiC. “The main objective is to build brand equity among entrepreneurs and businesspeople – and to demonstrate the importance of digital strategy and transformation for National Bank.”

Visible in both print and digital, the National Bank and L’actualité co-wrote a paid article to present the Bank’s vision in terms of digital strategy. The bank also has visibility as the exclusive presenter of the entire feature and is listed at the top of each article within the feature as the presenting sponsor. It will have 100% share-of-voice for the banners in the feature, as well as running across the entire site to drive traffic to the feature. There is also an element of data involved.

The program runs for three months and provides National Bank with an opportunity for advising and communicating with Quebec entrepreneurs. The partnership was set up by Adviso and Sid Lee and coordinated by MediaTonik.

L’actualité, previously owned by Rogers, was purchased by Mishmash Media in 2016.