Campaign Overview

Disclaimer: This campaign outline is provided for illustrative purposes only and is intended to offer a high-level overview of the upcoming campaign. It does not constitute a final or comprehensive representation of the campaign's terms, conditions, or deliverables. Full offer details and terms and conditions will be made available prior to campaign launch.

Offer Details 

The Q4 2027 Holiday Spend Rewards Campaign is a seasonal spend stimulation initiative designed to encourage cardholders to use their credit union credit card during one of the busiest shopping periods of the year. The campaign will run through Black Friday, Cyber Monday, and the broader holiday season, providing cardholders with opportunities to earn additional rewards on qualifying purchases.

The campaign is intended to drive card usage, increase engagement with rewards products, and reinforce top-of-wallet behaviour during a period when consumers are making significant retail and online purchases. By rewarding eligible spending, the campaign creates a compelling reason for members to choose their credit union credit card throughout the holiday season.

Campaign Period

The campaign will run through Black Friday and Cyber Monday. Full eligibility requirements and campaign dates will be communicated prior to launch.

Eligible Products

Rewards-earning consumer cards (Canadian-dollar only)

Eligible Categories

The campaign will focus on select retail and e-commerce merchant categories commonly associated with holiday shopping, gifting, digital purchases, and other seasonal spending. Eligible categories and examples will be included within campaign materials, FAQs, and terms and conditions prior to launch.

Target Audience

The Q4 2027 Holiday Spend Rewards Campaign is designed for existing rewards cardholders who may be making more purchases during the holiday shopping season and are likely to make purchases within retail and e-commerce categories. This includes:

• Members shopping for holiday gifts, seasonal purchases, and year-end promotions
• Cardholders who frequently shop online and use digital marketplaces and subscription services
• Members taking advantage of Black Friday, Cyber Monday, and holiday retail events
• Existing rewards cardholders who can be encouraged to make their credit union credit card their preferred payment method during the holiday season
• Members who value earning additional rewards on purchases they are already planning to make throughout the holiday shopping period
• Cardholders looking to maximize the value of seasonal spending through rewards and promotional offers

Why This Campaign Matters

The holiday season is one of the highest consumer spending periods of the year. As members increase their spending on gifts, technology, household purchases, digital services, and online shopping, the campaign creates a timely opportunity to encourage credit union card usage and strengthen engagement with the rewards program.

The campaign provides an opportunity to:

• Increase card usage during a peak spending period
• Encourage top-of-wallet behaviour
• Drive incremental spend within targeted merchant categories
• Strengthen cardholder loyalty and engagement
• Reinforce the value of the rewards program
• Increase awareness of credit union credit cards and their benefits

Early Planning Considerations

As you plan your annual marketing calendar, consider how the Holiday Spend Rewards Campaign can be incorporated into your year-end member engagement strategy. This campaign provides an opportunity to generate excitement around your credit card program, encourage card usage, and give members an additional reason to choose their credit union credit card during a high-spend period. Consider:

• Identifying opportunities to incorporate the campaign into your planned fall and holiday marketing activities.
• Building awareness early to help members understand the value of using their credit union credit card during the campaign period.
• Preparing frontline teams to discuss the campaign and the benefits available to participating cardholders.
• Leveraging the campaign to generate excitement and engagement around your credit card program.
• Incorporating campaign messaging into broader cardholder communications and portfolio growth initiatives.
• Promoting credit union credit cards as a rewarding payment option for everyday purchases, online shopping, and seasonal spending.
• Using the campaign as an opportunity to engage both existing cardholders and prospective cardholders who may be considering a rewards credit card.
• Aligning campaign promotion with your year-end acquisition, activation, and card usage objectives.

Timing 

Campaign dates will be communicated prior to launch. The campaign will run through Black Friday and Cyber Monday.

Eligibility 

This campaign applies to rewards-earning consumer cards (Canadian-dollar only). Full eligibility requirements will be shared before launch.

Participating Partners 

• All National Program Partners

Campaign Assets

The following marketing assets will be available in English and French the week of [TBC]:

• Digital Assets: Social media banners and website banners
• Screen Graphics: In-branch screens and ATMs
• Social Media Copy: Social media captions to support digital asset collateral
• Email Components: Including email banner for self-directed email campaigns
• Frontline Support Sheet: Campaign overview, offer, target audience and speaking notes
• Microsites: 'Offer Details' section on partner microsites
• Cheat Sheet: General overview of all in-market offers

If you have questions or issues accessing the CBNCS platform, please reach out to marketing@collabriafinancial.com.

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