TMX Group‘s first ad campaign in five year wants to drive some online discussion among not only its more than 4,000 clients, but the broader Canadian investment community as well.
TMX, the asset exchange group formerly known as TSX Group, launched the campaign Wednesday with print ads in The Globe and Mail and La Presse using the tag line "Exchange with us." The ads are made up of a variety of terms relevant to various parts of TMX’s business.
Copy for the print ads came from TMX’s internal marketing team, but the company tapped Montreal-based Parallele to design and produce the work.
Online ads will begin appearing March 8.
The ads follow yesterday’s launch of TMX.com/Exchange, a blog that, according to its first post by Ronald Alepian, vice-president, marketing and communications, will introduce current and potential clients to "TMX Group and our businesses. We’ll invite guest bloggers to discuss issues of importance to Canada’s capital markets. And, we’ll ask you to share your views with us as well."
Alepian told Marketing that after five years without an ad campaign, the time had come to tell clients and Canada’s investment community about how much the company had to offer. The best way to do that, he said, was to use traditional and online media to start a conversation.
"Our business has become incredibly diversified," Alepian said, pointing to TMX’s acquisitions of the Montreal Exchange and Natural Gas Exchange since its last ad campaign. "It’s a story I think many of our key investors know, but the marketplace in general is not aware of our ability to serve capital markets across an almost full spectrum in the marketplace. We can do a lot more than execute a trade or help a company access capital to grow."
The print and online elements of the campaign are set to run until the end of May.
