Canadian Home Income Plan appoints McDonnell Haynes as Communications AOR

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Canadian Home Income Plan Corporation (CHIP) announced today that McDonnell Haynes Integrated Communications Partners has been chosen as their Communications Agency of Record (AOR). The CHIP Home Income Plan allows seniors to unlock a portion of their home equity while maintaining complete control of their homeownership. The CHIP Home Income Plan is available to homeowners 62 years of age and older and allows them to access up to $500,000 in tax-free money from their home’s equity. The CHIP Home Income Plan is a uniquely designed financial solution with no regular repayment required.

— Canadian Home Income Plan Corporation (CHIP) announced today that McDonnell Haynes Integrated Communications Partners has been chosen as their Communications Agency of Record (AOR).

“McDonnell Haynes has the right combination of strategic vision and creative strength to position our brand for continued growth,” said Greg Bandler, CHIP Senior Vice President, Sales & Marketing. “The market is ripe for our unique financial solution and it’s essential we maximize this opportunity with a message that resonates with seniors and educates them about the many benefits of CHIP.”

The CHIP Home Income Plan allows seniors to unlock a portion of their home equity while maintaining complete control of their homeownership. The CHIP Home Income Plan is available to homeowners 62 years of age and older and allows them to access up to $500,000 in tax-free money from their home’s equity. The CHIP Home Income Plan is a uniquely designed financial solution with no regular repayment required.

“We are thrilled with the chance to be a partner in this exciting brand revitalization as it leverages all of our integrated skills in brand positioning, advertising, direct marketing, B2B, and web design,” said Phil Haynes, McDonnell Haynes Creative Director. “It draws upon our experience with the seniors market as well as our understanding of the demographic trend towards more active senior lifestyles.”

One of the key objectives of the integrated marketing plan will be to address the misunderstandings about the product that currently exist in the marketplace. The two most common misconceptions are that homeowners will lose their homes or there will be no equity left for their heirs. Firstly, the CHIP Home Income Plan ensures that homeowners retain complete control of their home - the homeowners decide when to sell their home or move. Secondly, to help ensure more equity for the homeowners’ heirs, CHIP employs more conservative lending practices than other home-equity lenders. This coupled with the market value appreciation of a home in most cases contributes to substantial remaining equity at repayment. Unlike other home-equity lenders, CHIP guarantees that when the homeowner does decide to sell or move out, the loan amount to be repaid will not exceed the fair market value of the home, protecting the other assets in the homeowner’s estate.

CHIP cites numerous examples of how financially astute homeowners of all income levels have put the equity in their homes to work in effective ways to make investments that generate additional income, to improve the quality of their lives or the lives of family members, or to purchase new properties to enjoy now or in retirement.

Marylou Hilliard, Vice President & Executive Director of McDonnell Haynes commented, “CHIP is a great fit with our long history of financial services and direct response expertise. They've set aggressive growth targets and we're confident we can reach them.”

About CHIP

Founded in 1986, the CHIP Home Income Plan enables homeowners 62 years of age and older to reallocate a percentage of their accumulated home equity for immediate use, without putting their home ownership at risk. CHIP Home Income Plans are available through most of the national chartered banks in Canada, credit unions, mortgage brokers, investment and financial planning firms, or directly from CHIP. Currently the CHIP portfolio exceeds $500 million secured by approximately $1.4 billion in residential real estate.

About McDonnell Haynes Integrated Communications Partners

McDonnell Haynes Integrated Communications Partners is one of the leading, independent marketing communications companies in Canada. Founded in 1983, the agency specializes in brand management and prides itself on taking an integrated, media-neutral approach to message creation. The agency is also recognized for its innovative Maximized Collateral Marketing™ process. The three simple principles of “look deeper, aim higher and work harder” define the agency’s approach for developing creatively-compelling, results-generating solutions for a wide range of clients including TD Canada Trust, CHIP (Canadian Home Income Plan Corporation), TARION (The Ontario New Home Warranty Program), Toronto Transit Commission (TTC) and George Brown College.

For more information, contact:

Greg Bandler

Senior Vice President, Sales & Marketing

Canadian Home Income Plan Corporation

T: 416-413-4676

M: 416-427-2133

Marylou Hilliard

Executive Vice President

McDonnell Haynes Integrated Communications Partners

T : 416-467-8068 ext. 226

M : 416-953-2832

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