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Dominion Lending Signs Don Cherry

Don-Cherry-Dominion-Lending-Centres Dominion Lending Centers has inked Canadian hockey legend, Don Cherry, to a 2-year endorsement agreement.

Cherry will appear in a $2 million ad campaign starting the third week of September.

Don Cherry is best known for being the ‘flamboyant yin’ to Ron MacLean’s ‘yang’ on the popular Coach’s Corner segment on Hockey Night in Canada, which is the most watched sports telecast in the country.

DLC President, Gary Mauris, said “Don Cherry was a great fit for Dominion Lending Centres as the core demographic that he has most influence over is young families. Don was recently recognized as the 23rd most trusted Canadian by Readers Digest and was named one of Canada’s Top Ten Greatest Canadians.”

“Scotiabank and Tim Horton’s both have heavily invested in Hockey-related marketing due to the family demographic,” says Mauris. “I believe this will be a Pioneering move in the mortgage industry in Canada. We are moving to all 30 second commercials so that we can begin telling the public the story of what Mortgage Professionals do and the value we have to the consumer. The entire mortgage industry including our competitors, our lenders, insurers and associations are going to benefit from this game-changing initiative.”

It is certainly one of the biggest promotional campaigns we’ve heard to date in the brokerage industry.