CT does mortgage campaign

In an effort to further position itself as a customer-oriented financial institution, Canada Trust has launched a national print campaign promoting three flexible mortgage products.Dave Dineen, Canada Trust's manager of marketing communications, says the campaign, called 'another mortgage innovation,' is intended...

In an effort to further position itself as a customer-oriented financial institution, Canada Trust has launched a national print campaign promoting three flexible mortgage products.

Dave Dineen, Canada Trust’s manager of marketing communications, says the campaign, called ‘another mortgage innovation,’ is intended to reinforce Canada Trust’s corporate theme of ‘thinking like a customer.’

One of the mortgage products, newly introduced last month, is a program whereby Canada Trust will pay half of the penalty for the holder of an existing mortgage to buy his or her way out of the contract and take a Canada Trust mortgage with a term of five years of more.

Also new, a homeowner who takes a seven- or 10-year Canada Trust mortgage is given the option of skipping up to three payments and using the money for any purpose he or she chooses, from buying furniture to taking a vacation.

Dineen concedes many other financial institutions also offer flexible mortgages, but he says Canada Trust wants to position itself as the ‘leading supplier of innovative mortgages.’

Creative for the print campaign was developed in-house.

The trust company has also been reviewing a number of radio scripts, developed by Jeff Layton & Associates of London, Ont.

Dineen says that if the scripts are approved, he might begin buying air time as early as next week. PA