Dominion Lending Centres has signed on Canadian hockey commentator Don Cherry for its new TV commercials, launching September 2010.
Cherry is best known as being the "flamboyant yin" to Ron MacLean's "yang" on the Coach's Corner segment on Hockey Night in Canada, the most watched sports telecast in the country. Cherry was also recently named one of the top 10 Canadians of all-time on the CBC program, "The Greatest Canadian," which polled the nation's citizens at large.
In May 2010, Reader's Digest ranked Cherry as one of the most trusted Canadians, which is fitting for DLC's goal to educate Canadians on their financing needs.
DLC members will have access to advertising templates on their intranet, life-size Don Cherry cut-outs for their offices, and video for websites to take advantage of the company-wide campaign.