HomeEquity Bank breaks campaign
By Rob Bale
HomeEquity Bank of Toronto has begun a promotion featuring journalist and author Peter Mansbridge. Mansbridge has been appointed to the position of strategic communications consultant for the company. He is participating in a new campaign that seeks to answer common questions about retirement. The campaign promotes the bank’s CHIP reverse mortgage product. In 2021, Mansbridge appeared in a series of videos about reverse mortgages featuring company president and CEO Steve Ranson. The new campaign consists of two television commercials, accompanied by digital and social media content. The campaign was developed by Zulu Alpha Kilo.
“Planning for retirement can be very personal, and many people understandably don't always know how to evaluate what's right for them,” said Vivianne Gauci, chief marketing officer at HomeEquity Bank. “We're proud to be collaborating with one of the most trusted interviewers in Canada to help guide and empower people to live the retirement of their dreams with confidence. Peter is helping us shape a great dialog with Canadians 55 and better. The conversation is helping us understand and reach more people, and helping Canadians make the best possible choices for themselves.”