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 Q1 2027 Wellness Rewards Campaign will provide participating credit unions with an opportunity to engage existing cardholders through a limited-time bonus rewards offer focused on wellness-related purchases. Designed to drive card usage, increase loyalty, and encourage top-of-wallet behaviour, the campaign rewards cardholders for using their credit union credit card when investing in their physical, mental, and emotional well-being.

Building on the success of previous wellness-focused promotions, the campaign aligns with the seasonal mindset of goal setting, self-improvement, and healthy living that often accompanies the start of a new year.

Campaign Period

The campaign will run January to February 28, 2027. Bonus rewards will be offered on qualifying purchases made within eligible wellness merchant categories during the promotional period. Full eligibility requirements will be communicated prior to launch.

Eligible Products

Consumer cards

Eligible Categories

The campaign will focus on wellness-related merchant categories that support physical, mental, and emotional well-being. Eligible categories and examples will be included within campaign materials, FAQs, and Terms and Conditions prior to launch.

Target Audience

The Q1 2027 Wellness Rewards Campaign is designed for existing rewards cardholders who are actively engaged in improving their physical, mental, and emotional well-being and are likely to spend within wellness-related categories. This includes:

• Health-conscious individuals who prioritize fitness, recreation, and active lifestyles.
• Members investing in personal wellness through services such as massage therapy, wellness treatments, and self-care experiences.
• Individuals focused on establishing healthy habits and routines at the beginning of the year.
• Existing rewards cardholders who can be encouraged to make their credit union credit card their preferred payment method for wellness-related purchases.
• Members who value earning rewards on purchases that support their lifestyle and personal goals.

Why This Campaign Matters

The start of a new year is a time when many Canadians focus on improving their health, creating positive habits, and investing in their overall well-being. The Wellness Rewards Campaign aligns with this seasonal mindset by connecting rewards to purchases that support physical, mental, and emotional wellness.

By rewarding spending within wellness-related merchant categories, the campaign creates a meaningful and relevant reason for cardholders to use their credit union credit card more frequently. Rather than encouraging spending for spending's sake, the campaign reinforces purchases that align with members' personal goals and lifestyle priorities.

The campaign also supports key portfolio objectives by:

• Increasing cardholder engagement during the first months of the year.
• Encouraging top-of-wallet behaviour for wellness and lifestyle purchases.
• Strengthening cardholder loyalty through a relevant and value-added rewards experience.
• Driving incremental spend within targeted wellness categories.
• Reinforcing the credit union credit card as a partner in members' everyday lives and personal wellness journeys.

Ultimately, the campaign positions the credit union credit card as more than a payment tool. It becomes a partner in helping members invest in themselves while earning rewards along the way.

Early Planning Considerations

As you prepare for Q1 2027, consider:

• Identifying opportunities to promote the campaign as part of New Year's wellness and lifestyle initiatives.
• Preparing frontline teams to discuss the rewards available through wellness-related spending.
• Planning member outreach focused on fitness, recreation, self-care, and wellness activities.
• Incorporating campaign messaging into existing digital and branch communications.
• Leveraging the campaign to increase cardholder engagement and rewards program awareness.

Timing 

This campaign will run January to February 28, 2027. Exact start date will be confirmed ahead of launch.

Eligibility 

This campaign applies to consumer cards. Full eligibility requirements will be communicated prior to launch.

Participating Partners 

• All National Program Partners

Campaign Assets

The following marketing assets will be available in English and French the week of December 4, 2026:

• 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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