Manulife Mutual Funds has launched an extension of its branding campaign that first appeared in 2011 with the theme: “Get Your Investments Off Your Mind.”
Beginning Thursday and continuing into the early summer period, three new executions depicting ‘Skydiver,’ ‘Wedding’ and ‘Teacher’ will appear in a mix of newspaper, magazine, online and outdoor airport boards.
The branding campaign is designed to reassure investors that with the help of a trusted partner in Manulife Mutual Funds, it is possible to attain their financial goals without being constantly distracted by worry over their investment portfolios.
The initial phase of the campaign won the Best Marketing Campaign award at the 2011 Morningstar Canadian Investment Awards in December of last year.
“Our campaign conveys a ‘peace of mind’ message which we feel is highly relevant given market conditions today. Investors want to know that they are investing with a company that has proven it can build client portfolios in a prudent manner. Manulife Mutual Funds has the long-term track record that says ‘we can help prepare you for your future,'” sys Paul Lorentz, President of Manulife Investments.
The three new ads will appear in the Globe & Mail and La Presse newspapers from April 11 through June 20. A mix of business and consumer magazines including Macleans, MoneySense, Toronto Life, L’actualité and Affaires Plus will feature the ads from May to July.
Online banner ads featuring the ‘Skydiver’ will be scheduled on English and French investor news, business and finance websites for six weeks beginning April 16.
In addition, Manulife Mutual Funds will have outdoor boards in high traffic locations at airports in Toronto, Montreal and Vancouver to reach business travelers and opinion leaders during the four week period April 9 – May 6. In a sponsorship arrangement with CBC Business News Express, Manulife Mutual Funds will co-sponsor a two minute business report on 293 TV screens in six high traffic Canadian airports (Vancouver, Edmonton, Winnipeg, Toronto, Ottawa, Fredericton), that includes a logo and “Brought to you by Manulife Mutual Funds – For your future” tag to open and close the business report. The campaign will run for four weeks starting April 9. Also, “Brought to you by Manulife Mutual Funds” radio tags on 680 News Toronto and CJAD Montreal will run during this period.