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BMO Rolls Out the Blue CarpetNew Program Offers Customers V.I.P Treatment at Sponsored Events

TORONTO, January 14, 2009 – BMO Financial Group has announced a new perks program that delivers unique and unexpected perks and privileges to customers who attend BMO sponsored events.

Called BMO Power of Blue, the program aligns with the Bank's goal of delivering an exceptional customer experience and ensuring the customer is at the centre of BMO activities.

“In looking at our sponsorships we wanted to stretch ourselves beyond brand awareness and find ways to engage our customers with real and meaningful benefits,” said Sandy Bourne, Vice President Advertising, Corporate Sponsorship & Events, BMO Financial Group. “The key was to make our customers feel special by extending our relationship with the Leafs to provide benefits to our customers - enhancing their event experience and creating unexpected, perhaps once-in-a-lifetime, opportunities.”

The program was recently introduced with the Toronto Maple Leafs, tapping into the spirit and passion of fans who attend Leafs home games at the Air Canada Centre.

“Talk about VIP treatment! From the moment I entered Air Canada Centre I was blown away by the number of special perks for BMO customers,” said Bob Johnston, BMO Bank of Montreal customer and loyal Leafs fan. “Not only did I get access through an exclusive gate to Air Canada Centre but flashing my BMO debit card netted me a road trip to see the Leafs play ANY WHERE! What an awesome prize.”

“It was my lucky day. I came to the Leafs game and there was a giant line up at the gate. I just showed my BMO card and got to by-pass the line, not only that, on this particular game night I got to meet Wendel Clark, took a photo with him and got his autograph. Go Leafs Go,” said enthusiastic fan Jeff Leisk after his BMO Power of Blue experience.

See more reactions to the Blue Carpet treatment on YouTube at
www.youtube.com/watch?v=nOfxB325lDA.

BMO is proud to partner with Maple Leaf Sports & Entertainment.

“We're excited to work with BMO on the BMO Power of Blue promotion that helps enhance this unique experience for Leafs fans and their customers,” said Dave Hopkinson, Vice-President of Corporate and Community Partnerships at Maple Leaf Sports & Entertainment.

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For news media inquiries, please contact: (416) 867-3996

Internet
www.bmo.com/powerofblue
www.bmoskating.com
www.mapleleafs.com/bmo

Elements of the program include:

Blue Carpet Treatment

  • When BMO customers flash their debit cards and Leafs game day ticket they are given exclusive access at Gate 1 of Air Canada Centre (a special Blue carpet marks the spot).

Flash & Win

  • During a stoppage in play at select Leafs home games, BMO customers are prompted to flash their BMO debit cards for a chance to win great prizes including tickets for an upcoming home game. Enthusiastic fans holding up their BMO debit cards are shown on the videoboard.

Discounts and Vouchers at Air Canada Centre

  • When BMO customers register online at mapleleafs.com/bmo they will receive a free BMO Power of Blue Perks Package which includes:
    • Voucher for a discount at the CentreSports Team Store;
    • Voucher for food and beverage at Air Canada Centre;
    • Voucher to receive a free copy of Leafs Nation Magazine.

In addition to the BMO Power of Blue Perks Package, customers who register at www.mapleleafs.com/bmo are automatically entered into a chance to win monthly prize draws for unique fan experiences including autograph sessions, sports merchandise, road trip tickets etc.

BMO Power of Blue will be integrated into one of BMO's most visible sponsorship properties - Skate Canada. As part of BMO's commitment to skating, BMO is the title sponsor of BMO Canadian Figure Skating Championships taking place in Saskatoon, SK, January 14-18. BMO customers have the opportunity to participate in BMO Power of Blue activities at the event in Saskatoon and with other sponsorship initiatives across the country in the future.

Toronto Maple Leafs Marketing Backgrounder

BMO Power of Blue will be supported by a full scale promotional campaign including print, online and television advertising, in-arena signage and marketing material at select BMO Bank of Montreal branches.

In Arena:

  • Backlit signs on the 100 and 300 level of Air Canada Centre promoting BMO Power of Blue;
  • The Leafs and Marlies game day programs include full-page ads;
  • TV spot to be played pre-game at Leafs games.


In Market Advertising:

  • Newspaper ads promoting the program in the Toronto Sun and the Toronto Star;
  • Web banners on TSN.ca/NHL and mapleleafs.com;
  • TV spot during select Leafs and Marlies game broadcasts.

Website:

  • The Toronto Maple Leafs website (mapleleafs.com/bmo) hosts a contest for BMO customers to win monthly Leafs prizes such as tickets and autographed merchandise;
  • Web banners on mapleleafs.com
  • A link to bmo.com with information on how to become a BMO customer.

In Branch:

  • 235 branches in Greater Toronto Area have marketing support for this program – posters and easel cards
  • 6 branches are designated “Leafs Fan Central” – employees participate in the program wearing co-branded Leafs/BMO Power of Blue lanyards and distribute BMO Power of Blue keychains to customers