Canadian Home Income Plan begins rebranding campaign
By Adnews Staff
Toronto-based Canadian Home Income Plan has begun a rebranding effort using the tagline, "Wouldn't it be nice." The company is a home-equity lender that offers seniors loans on the basis of the value of their houses. The campaign consists of two new television commercials, various collateral items for consumer, materials for financial professionals, sales materials and public relations, all making use of the company's new logo and corporate identity. The work was carried out by McDonnell Haynes Integrated Communications Partners of Toronto. The initiative is part of the company's effort to raise its profile with the public. "It was a busy summer where we were literally joined at the hip in true partnership fashion with our agency McDonnell Haynes," said Greg Bandler, senior vice-president of sales and marketing at the firm. "It has been a positive working relationship resulting in fresh creative executions that build on the strength of our core business."