CTP Recasts Boston Bank as ‘True Blue’

BOSTON Eastern Bank kicks off its first campaign by Conover Tuttle Pace with a buy on the regional telecast of the Super Bowl.

Touted as a brand repositioning, the work is themed “True blue” (the bank’s corporate color) and includes a 60-second commercial from the independent agency in Boston. An effort is made to portray the client as “honest, loyal and genuine—critical qualities for a bank that has been around since 1818,” according to the agency. The new positioning replaces “This is our territory.”

The spot will air four times on Boston’s CBS4 on Sunday: prior to the kickoff, just before halftime and twice during the newscast following the conclusion of the Super Bowl. It features a tour of the region and local celebrities such as Brockton, Mass., boxer Rocky Marciano and Natick, Mass., college and pro football star Doug Flutie, who is also the bank’s primary spokesman. Boston Marathon staples Dick and Rick Hoyt (father Dick pushes his disabled son during the race) also appear.

These athletes define the “True blue” positioning of the bank, the rep said.

CTP took over the account late last year. Annual spending in measured media has been approximately $2 million, per Nielsen Monitor-Plus.

Eastern is headquartered in Boston and serves mainly the city’s suburbs. The bank has more than 70 branches and $6 billion in total assets.

New England banks have become increasingly aggressive with their marketing of late, as banks like Eastern compete against other regionals as well as national players like Bank of America and Citizens Bank.

—Adweek staff report