2019 Winner
Scotiabank
Scotiabank Arena Launch
Bensimon Byrne
BronzeAwareness & trial breakthrough
BronzePartnering
BronzeSponsorship
Much like opinions, it’s not easy changing a habit. Particularly not one that’s been ingrained for the last 20 years.
Therein lay the monster challenge Scotiabank faced when it struck a deal with MLSE to take over the naming rights of then-Air Canada Centre in late 2017. It would take a tremendous amount of time before Canadians would, naturally, use Scotiabank Arena in conversation – 20 months to be precise, as the bank’s research showed. But, thanks to a fierce communications strategy, the bank brand is projected to become a household name in just 13.5 months.
With the help of Bensimon Byrne, the brand worked with MLSE to update the 1,000-plus arena and city signs, as well as every location tag that exists on social media. Out-of-home and search ads were changed to display the new name, as were branch wraps and in-arena boards.
Scotiabank also celebrated its new sports home with fans by giving out free rides to get there. By partnering with Metrolinx, it created the first-ever branded Presto card, bearing the new Scotiabank Arena moniker and ID.
The rebranding push won three SIA Bronzes for Awareness & Trial Breakthrough, Partnering and Sponsorships. Today, social awareness already matches that of the Rogers Centre, which is in its 13th year of sponsorship.
Credits
Client - Scotiabank
Clinton Braganza – Senior Vice President and Chief Marketing Officer
Jacquie Ryan – Vice President, Social Enterprise
Nelson Lanza – Director, Sponsorship Marketing
Taylor Best – Manager, Scotiabank Arena
Creative - Bensimon Byrne
Joseph Bonnici – Partner/Executive Creative Director
Dan Strasser - Creative Director
Gints Bruveris – Associate Creative Director
David Mueller – Associate Creative Director
Matthew Valenzano - Copywriter
Cam Hopkins – Art Director
Erin O’Connor – VP, Group Account Director
Will Dell – Business Lead
Sara Leroux – Project Manager
PR - Narrative
Cathy Mitchell – Vice President
Jessica Swan – Account Director
Media - PHD
Angie Genovese – Vice President, Client Services Director
Laura Leonard – Account Director
Activation - MKTG
David Chong – Vice President, Consulting
Cori Woolley – Senior Vice-President, LIVE
Brandon Mazerall – Director, LIVE
Partner - MLSE
Mark Childs – Chief Marketing Officer
Annalise Czerny – Executive Vice President, PRESTO
Rick Radovski – Non-Fare Sales
Meredith Sumner – Partnership Sales
Partner – Metrolinx
Caroline Wright – Senior Director, Venue Strategy
Charzie Abendanio – Manager Corporate Communications
Adam Armit – Manager Live Entertainment
Eric Nachman – Director, Partnerships
Jessica Renaud – Director, Partnerships