The National Bank Flash Mob: an advertising first

Montreal, 9 August 2006 - 

National Bank is once again on the cutting edge of advertising with a colourful new event: a flash mob, used to promote the Bank’s role as the presenting sponsor of the Rogers Cup tennis tournament.

Today, 40 young women dressed in tennis apparel sporting the National Bank colours will take to the streets of downtown Montreal at rush hour, stopping off in various parks.  As they go, our tennis ambassadors will pass out 100 pairs of tickets for a match at Uniprix Stadium, where this year’s Rogers Cup event will be held from August 12 to 20.

“The Human Marketing approach is a fast-growing trend in major European and Asian cities,” explained Johanne Denneny, Senior Manager of Marketing at National Bank.  “It involves gathering a group of people to perform similar actions in order to create a powerful visual effect.  By using this approach, the Bank is reaffirming its reputation for avant-garde advertising strategies.

National Bank and tennis in Quebec
National Bank is firmly committed to developing the sport of tennis in Quebec.  In 2005, the Bank signed a 5-year partnership agreement with Tennis Canada to sponsor the Montreal edition of the Rogers Cup and support numerous events throughout the province to help young hopefuls make their dreams a reality.  National Bank has also established the Excellence Fund, awarding $50,000 in bursaries each year to the tennis stars of tomorrow.

About National Bank of Canada
National Bank of Canada is an integrated group which provides comprehensive financial services to consumers, small and medium-sized enterprises and large corporations in its core market, while offering specialized services to its clients elsewhere in the world. National Bank offers a full array of banking services, including retail, corporate and investment banking. It is an active player on international capital markets and, through its subsidiaries, is involved in securities brokerage, insurance and wealth management as well as mutual fund and retirement plan management. National Bank has more than $110 billion in assets and, together with its subsidiaries, employs 16,955 people. The Bank’s securities are listed on the Toronto Stock Exchange (NA:TSX). For more information, visit the Bank’s website atwww.nbc.ca.

Information (The telephone number provided below is for the exclusive use of journalists and other media representatives):

Denis Dubé
Senior Director – Public Relations
National Bank of Canada
Tel.: (514) 394-8644