Porte-Monnaie: A New Brand Joins the Quebecor Family

Quebecor and Sun Life Financial are on a mission to talk money with millennials

MONTREAL, March 26, 2018 /CNW/ - Quebecor and Sun Life Financial are joining forces for the first time to talk money with millennials, through the launch of a new online brand called Porte-Monnaie. Hosted on the Journal de Montréal website, Porte-Monnaie is designed to deliver straight talk about money and get Generation Y to take an interest – and take action – when it comes to their personal finances. In a way that speaks directly to millennials – an age group that represents a growing share of Quebec's economy – the new brand will provide content that's informative, inspiring, sometimes amusing, and always reliable. The goal is to help people expand their financial knowledge and give them tools to better leverage their money.

"Quebecor is proud to launch this new digital brand in complete collaboration with Sun Life Financial," comments Donald Lizotte, Executive Vice President, Advertising Sales, at Quebecor. "This is a great example of the kind of content-marketing offering we can deploy with our clients. Everyone benefits from this partnership, including the public, which can now rely on a new brand adapted to its needs and preferences."

Created by millennials, for millennials, the content featured on Porte-Monnaie includes news reports, computer graphics, influencer videos and inspiring stories tackling every aspect of personal finance. Visitors can already access a report about a company offering tiny houses to aspiring homeowners, an article about the 15 most in-demand jobs in Quebec, a feature about how Sweden has become a beacon for millennials, and a report about a harvester in Western Canada who can earn nearly $10,000 in 44 days.  

The new brand is launching exclusively online, with strong social-media presence on Facebook, Twitter and LinkedIn.  

A Natural Fit with Sun Life Financial
As a solid and recognized institution in the province, Sun Life Financial remains committed to the financial well-being of Quebecers. The Porte-Monnaie project was a natural fit, and an opportunity to break new ground as the first organization to launch a new digital brand in partnership with Quebecor. Sun Life Financial will be the main partner in Porte-Monnaie, with permanent presence on the brand's website. It will also sponsor over 40 original content initiatives, as well as over 20 written and video reports through which it will share its financial expertise with millennials. Appearing throughout the year, this content will allow Porte-Monnaie to offer insight on specific topics in a clear and accessible language, in keeping with the preferred approach of Sun Life Financial.

"The launch of Porte-Monnaie is particularly significant for Sun Life Financial," explains Robert Dumas, President and CEO, Sun Life Financial, Quebec. "We were looking for concrete ways of helping Quebecers take charge of their personal finances, to ensure their sustainable financial security. Porte-Monnaie is the ideal brand to achieve this goal. Considering that 87% of people say they regret not having made better financial decisions earlier on in life, we thought it was imperative for us to engage with the young generation, the millennials, to help them build their financial future."

About Quebecor
Quebecor, a Canadian leader in telecommunications, entertainment, news media and culture, is one of the best-performing integrated communications companies in the industry. Driven by their determination to deliver the best possible customer experience, all of Quebecor's subsidiaries and brands are differentiated by their high-quality, multiplatform, convergent products and services.

Quebecor (TSX: QBR.A, QBR.B) is headquartered in Québec. It holds an 81.53% interest in Quebecor Media, which employs more than 10,000 people in Canada.

A family business founded in 1950, Quebecor is strongly committed to the community. Every year, it actively supports more than 400 organizations working in the vital fields of culture, health, education, the environment and entrepreneurship.

Visit our website: www.quebecor.com Follow us on Twitter: twitter.com/Quebecor

About Sun Life Financial
Sun Life Financial is a leading international financial services organization providing insurance, wealth and asset management solutions to individual and corporate Clients. Sun Life Financial has operations in a number of markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of December 31, 2017, Sun Life Financial had total assets under management ("AUM") of $975 billion. For more information please visit www.sunlife.com.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF.

Information:

Annie Martineau | Media Agent| 514 526-9251 #2704 |annie.martineau@tva.ca

Annie Martin| Senior Consultant, Public Relations | Sun Life Financial
Tel.: 514-904-9757 | annie.martin@sunlife.com

SOURCE Sun Life Financial Canada