DESJARDINS BEGINS MORTGAGE CAMPAIGN
By Adnews Staff
Quebec financial services company Desjardins, based in Levis, PQ, has begun a new campaign of advertising and promotional offerings. The marketing initiative aims to increase Desjardins' market share in Quebec. It targets households of people 25 to 34 years of age who are purchasing their first home, as well as experienced buyers over 34, according to André Chapleau, director of press relations for Desjardins. A three-week radio campaign and print ads in Quebec newspapers and magazines focus on the campaign's promotional offerings, including up to 4.5% off a mortgage's rate for its first year and the chance for customers to win the value of their homes. Additional advertising support includes promotion on ATM screens, recorded phone messages that are played while customers are on hold and banner ads on the Desjardins and MLS Web sites. Posters, flyers and interior and exterior banners in Desjardins branches will also be used. The advertising campaign was created by Montreal-based Marketel.