ROYAL BANK AIMS NEW LOAN PACKAGE AT FIRST-TIME HOME BUYERS
By Adnews Staff
Royal Bank of Canada is promoting a new package of financial services designed to meet the needs of first-time home buyers. The "First-Time Home Buyers Package", which became available on March 1, bundles a number of incentives and features together, including a five-year, fixed rate closed mortgage, an investment contribution of $500 per year for five years towards a Royal Bank RSP or non-registered investment, a Royal certified chequing account and other services. The package will be available until the end of the year. Royal Bank is promoting the "First-Time Home Buyers Package" with a national advertising campaign from MacLaren McCann of Toronto. Components of the campaign include print ads in major dailies, community weeklies and magazines, radio advertising in nine major Canadian markets, an online campaign, a direct marketing effort, an infomercial on Toronto Star Television and a four-page newspaper insert. The campaign will run until the end of the year with heavy activity planned for the spring and summer season. Media planning and buying for Royal Bank is done by M2 Universal.