Canadian Content We Love: #TDCommonGround

 

Spring came early for some as TD Bank Group unveiled its Green Globe at Toronto’s Harbourfront to kick off their “TD Common Ground” initiative. To celebrate Canada’s 150th birthday, the bank is revitalizing over 150 community spaces across the country.

"Community green spaces are an integral part of the Canadian identity. It's where we come together to meet, talk and play – it's where people find common ground and connection," said Theresa McLaughlin, Executive Vice President & Chief Marketing Officer, TD Bank Group.

Here’s why we’re digging this year-long campaign.


Interactive Marketing

Inside the Green Globe, guests learned more about TD’s upcoming green projects, enjoyed a book out of a communal book nook, and connected with those in their community. 

 

 

It created quite the buzz on social media all weekend long:

 

 

 

TD also engaged in effective influencer marketing by sending some influencers a DIY terrarium kit, which they shared on their blogs and across social: 

 

 

 

 


Informative Release & Microsite

In their news release, TD provided everything a journalist would need to prepare a story about this initiative: great images, a spokesperson quotation and a bulleted list of flagship projects. 

 

 

The effective use of formatting in the release helps readers sift through the content easily and its connection with Canada 150 made it eligible for a number of high visibility features offered by CNW this year.

The release also points to an eye-catching microsite, where community projects are discussed in more detail. Each project can be shared on Facebook or Twitter with one swift click.   

 

 

Vibrant Images

TD takes full advantage of its recognizable green branding, making it the focus of its eye catching multimedia assets.

Prior to the green globe pop-up, the company shared a simple teaser image so patrons knew what to expect over the long weekend.   

 

 

TD shared three images with their initial news release, each in high resolution and sized appropriately so that they could be shared across any social channel.  The imges grabbed the attention of our curation team, who featured the release as a lead story on newswire.ca. This is prime real estate for those seeking earned media attention, as lead stories can garner up to 2000% more views on newswire.ca than non-featured releases!

 

 

 

The campaign was covered by CP24, The Money Bloggess, Casie Stewart, and will surely grab more media attention as each and every community project is unveiled.

What are some of your favourite Canada 150 campaigns so far? Tell us in the comments below, or tweet us @CNWGroup.

 

To learn how CNW and Cision are amplifying and measuring Canada 150 conversations online, click here.

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