CIBC Celebrates Frontline Health Care Workers with 'Holidays for Heroes'

CIBC recently launched a new program recognising Canadian frontline health care workers who are sacrificing so much to keep us safe during Covid-19. CIBC Holidays for Heroes will provide 30 Million Aventura Points to give these tireless workers a well-deserved break when we emerge from the pandemic. It was developed in collaboration with global Toronto-based creative agency, Juniper Park\TBWA.

Through this program, CIBC is inviting Canadians to nominate frontline health care workers to be celebrated for their efforts. Nominations can be made at the website here. 

After completion of the nomination phase, health care workers will be chosen at random to receive a travel voucher, allowing them to take a break at a future date, reconnect with their families, and re-energise themselves. The program is just one way CIBC is showing their deep appreciation for the sacrifices they have made for Canadians. 

To introduce the program, CIBC and Juniper Park\TBWA developed four EN and FR real life emotional videos where health care workers from across Canada are surprised by their family members with a travel voucher from CIBC. The videos were all shot and produced remotely, at the healthcare workers’ homes, by the Juniper Park\TBWA team.

“Our frontline health care workers have been working tirelessly to keep our communities safe,” says Esther Benzie, vice president, marketing strategy and communication, CIBC. “We want to say thank you for all their tremendous efforts amid this challenging time.”

CIBC Holidays for Heroes is one of many proactive steps CIBC is taking to help Canadians as the impacts of Covid-19 continue to be felt by health care workers, clients, team members, and community organisations.

“We’re proud to have helped CIBC bring this amazing program to life,” says Graham Lang, chief creative officer at Juniper Park\TBWA.

The campaign was developed and produced by Juniper Park\TBWA, with media by Mediacom and microsite development by Fuse. CIBC Holidays for Heroes will also run online, and in newspapers in partnership with The Globe and Mail.