’s newest ad campaign focuses on marketing its entire broker community and not just AMPs.
“This is the largest scale consumer-direct campaign CAAMP
has run to date for our entire broker membership,” Cindy Freiman, director of marketing and communications told MortgageBrokerNews.ca. “And since AMPs are part of our membership, they benefit as well, even though this is a Mortgage Broker Campaign, and not specifically highlighting AMPs in the message.”
The ads which, according to Freiman, have made more than 4.5 million impressions through online, digital, display, mobile, and Facebook platforms.
The copy reads: Looking for a mortgage? Get expert advice and unparalleled choice by working with a Mortgage Broker. No guesswork. No legwork. Just the right teamwork.
However, that doesn’t mean the national association is doing away with its AMP-only marketing campaigns.
“It’s not that the strategy has changed – funds generated exclusively through the AMP designation have always been used to raise awareness for AMPs through various tools and advertising,” Freiman said.
has drawn criticism from brokers in the past for its Globe and Mail advertorial contributions earlier this year
and last year
which argued the benefits of working with AMP-designated brokers.