FUSE Marketing

CIBC kicks off experiential campaign for 2010 FIFA World Cup™ supported by FUSE

-- Sponsorship supported by activation and promotions at tournaments and branches nationally --

Toronto, ON. As the proud broadcast sponsor of CBC TV's coverage of the 2010 FIFA World Cup™, CIBC is kicking off an experiential campaign to activate its sponsorship at CBC's Soccer Nation - a cross-Canada multi-city tour promoting soccer and the 2010 FIFA World Cup™ at local soccer tournaments and community festivals from Vancouver to St John's. With the objective of bringing the sponsorship to life with it customers and in its communities, CIBC has engaged its agency, FUSE Marketing Group Inc., to create a national experiential campaign launching this week.

Canadians from coast to coast will see the CIBC Soccer Crew of four youthful soccer experts traveling in a branded RV, who will appear at local tournaments and festivals as well as at dozens of CIBC branches. Partnering with bank staff, the Team will activate the sponsorship through a series of interactive games, giveaways and skill-drills to engage and excite fans. In addition, FUSE has created a contest inviting customers to win one of three $10,000 prizes, easily accessed through interactions with CIBC advisors in branch. The promotion is supported by point-of-sale materials throughout the branch network in addition to a staff engagement and incentive program. The program culminates in the CBC's Soccer Nation Finale, a street festival held in Toronto on July 10 - 11th which coincides with the final game of the 2010 FIFA World Cup™.

“We wanted to bring our broadcast sponsorship to life in communities and in our branches all across the country,” said Veni Iozzo, Senior Vice President of Marketing and Strategy for CIBC. “We worked with FUSE to develop a creative and compelling campaign for our customers, employees, communities - and soccer fans in general - while demonstrating our passion for sports and community, and the fans that make it all happen,” she added.

“We're excited to be CIBC's activation partner in supporting this sponsorship, and with this program we hope to help CIBC forge a link with local communities, customers and soccer fans alike,” added Stephen Brown, president, FUSE Marketing Group.

About CIBC
CIBC (CM: TSX;NYSE) is a leading North American financial institution with nearly 11 million personal banking and business clients. CIBC offers a full range of products and services through its comprehensive electronic banking network, branches and offices across Canada, and has offices in the United States and around the world. You can find other news releases and information about CIBC in our Press Centre on our corporate website at www.cibc.com.

About FUSE Marketing Group
FUSE Marketing Group (www.fusemg.com) is a creative brand activation agency. Passionate about delivering strategic, innovative and effective marketing solutions, FUSE is a marketing services company with a proven track record as a valued partner to over a dozen leading Canadian clients. Working in a climate of true collaboration and creativity, these partnerships drive sales, build brands and grow businesses. To learn more about FUSE Marketing Group, visit www.fusemg.com.

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For additional information or to arrange an interview with a FUSE spokesperson, please contact Susan Willemsen or Danika Lochhead at The Siren Group Inc.
Tel: (416) 461-5270. Fax : (416) 778-9047. E-mail: info@thesirengroup.com or www.thesirengroup.com.

CIBC kicks off experiential campaign for 2010 FIFA World Cup™ supported by FUSE

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