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After a 9-year hiatus, Scotiabank returned to the Air Jamaica Jazz & Blues Festival in 2007 at The Acqueducts in Rose Hall, Jamaica. The main objective of BNSJ was to continue building relationships with its premium clients while increasing awareness and referrals for its Gold and Platinum Credit Cards. GCM was commissioned to design, coordinate and manage the major elements of the booth at the Jazz Festival
After discussions with BNSJ, the agreed theme was the “Scotia Blues Café”. This theme complimented the Festival’s “Art of Music [Reggae]” theme, the bank’s partnership with Blue Beat Martini & Jazz Bar (Montego Bay) and the its sophisticated approach to its target audience.
GCM was limited to a 20’x20’ tent with little room on the outside. Our first step was to build interest long before the event. This was done by including a mock credit card in the mailers that were sent to select clients of the bank. The letter invited clients to give the card to friends who could use it to gain access to the exclusive booth.
Since then, Scotiabank has used elements of the successful English campaign including the GCM-created ad soundtrack for launches in other Spanish speaking territories such as Mexico.
