Abu Dhabi Finance, the leading new mortgage provider which launched in November 2008, today unveiled an innovative new summer marketing campaign aimed at building on its initial success.

The campaign, which will run for more than four months, will include outdoor advertising, radio and TV commercial, as well as cinema components. The campaign forms part of a comprehensive communications drive, which also includes the launch of a new Abu Dhabi Finance website, www.adf.ae.

The advertisements incorporate innovative and unique approaches to address directly consumers interested in home finance solutions. With the tagline, “What’s stopping you?,” it seeks to show consumers positive reasons to choose mortgage finance for their properties, and aims to position Abu Dhabi Finance as the voice of home financing in the Emirate. The campaign is based on the genuine strength of the property market in Abu Dhabi and aims to let its audiences know that Abu Dhabi Finance can provide the mortgage finance required to take advantage of the great value properties now available to buyers.

Philip Ward, Chief Executive Officer of Abu Dhabi Finance said:
“Since we launched last November, the number of leads and the number of mortgage applications we have received have far surpassed our initial expectations. It was clear the market was ready for our offer.

“Now, as we enter a traditionally quieter period for mortgage loans, we are aiming to stimulate the market with a wide-ranging campaign.

“Many consumers have been unsure whether the time is right to take on a mortgage. Well, we believe the time is right – and we say to each customer: what’s stopping you?”

Launched last year by some of Abu Dhabi’s leading real estate, investment and finance companies, Abu Dhabi Finance aims to become the Emirate’s leading mortgage provider. The mortgage company offers flexible mortgages with a wide range of benefits, including loan-to-value ratios of up to 85 per cent, loan terms of between 3 and 30 years, flexible repayment methods and debt service ratios of up to 55 per cent.

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