Banknorth Offers Locals Chance for 'Day With Ray'

As competitor FleetBoston Financial’s $47 billion sale to Bank of America enters the final stages, Banknorth hopes to bolster its image as New England’s hometown bank with a new campaign from Via featuring ex-Boston Bruins hockey star Ray Bourque—and his bobblehead.

The effort, Bourque’s first for the client since he signed on as spokes- man in August, includes print, radio, outdoor, point-of-purchase, direct mail and public relations. The work also features a promotion that offers customers a chance to “Win a day with Ray Bourque.”

One lighthearted black-and-white print ad shows Bourque in a Bruins jersey and reads, “Imagine how much fun it would be to hang out with a Bruins legend.