TORONTO, ON - November 29, 2013 /CNW/ - Scotiabank was recognized at the 2013 Canadian Marketing Association (CMA) Awards Gala winning a variety of awards for its "Richness is" and Summer of SCENE campaigns as well as customer management initiatives.

"It's an honour to be recognized for such a wide range of marketing campaigns and initiatives," said Duncan Hannay, Senior Vice President of Marketing for Scotiabank. "Our 'Richness Is…' and the Summer of SCENE campaigns are grounded in our Richer Life brand promise. They connect to the life experiences that truly enrich the lives of Canadians. It's a deeper, more emotive connection that you might not expect from a bank. We're tremendously proud of the team and our partners for bringing this to life."

Within the Financial category, Scotiabank won the following awards with creative partner Bensimon Byrne:

For Summer of SCENE

• Experiential & Innovative Media - Gold
• Digital - Gold
• Advertising - Silver
• Integrated - Silver

For the "Richness Is" campaign

• Integrated - Gold
• Advertising - Gold

For the "Richness Is" (Lending) campaign

• Experiential & Innovative Media - Silver
• Digital - Bronze

The Summer of SCENE campaign involved real-life movie goers experiencing the "feeling of free" in a range of TV, digital, print and in-theatre advertising aimed at Canadian movie lovers. In addition, Scotiabank offered Canadians pop-up movie events in unique locations across the country, promoting the events largely through social media.

Building off the "Richness is" campaign from last year, the TV, digital, print and outdoor advertising had a truly authentic touch. The creative execution included "found footage" sourced from amateur videos and customer photos. For the spring Lending season, the Scotiabank campaign told the story of real-life customers Kevin and Lucy, celebrating their effort to become mortgage free by following the advice of their advisor. 

Scotiabank also won both a gold and silver in the customer management category for initiatives led by agency partner RAPP, for mobile banking and for the line of credit program.

About Scotiabank

Scotiabank is a leading multinational financial services provider and Canada's most international bank. With more than 83,000 employees, Scotiabank and its affiliates serve some 21 million customers in more than 55 countries around the world. Scotiabank offers a broad range of products and services including personal, commercial, corporate and investment banking. In December 2012, Scotiabank became the first Canadian bank to be named Global Bank of the Year and Bank of the Year in the Americas by The Bankermagazine, a Financial Times publication. With assets of $743 billion (as at July 31, 2013), Scotiabank trades on the Toronto (TSX:BNS) and New York Exchanges (NYSE: BNS). For more information please visit www.scotiabank.com.

For further information:

Diana Hart
Scotiabank
P: 416-866-7238
E: diana.hart@scotiabank.com