People’s Unveils Ads

The ability of People’s Bank to make financial services convenient is the theme of a breaking campaign from North Castle Partners.

The Stamford, Conn., agency’s efforts include TV and radio spots, print ads and billboards using the line, “People have needs, People’s has solutions.”

The campaign will run for the remainder of the year. Spending is $6-8 million.

Ads emphasize the bank’s commitment to a variety of financial services—including college and retirement planning, IRA rollovers and asset management—in numerous locations and online.

One 30-second TV spot in a series of three features a mother buttoning up her baby’s clothing while a voiceover says, “You have tuition to think about. We have college planning. From stocks and bonds to mutual funds, we’ll make sure your portfolio is all buttoned up.”

The campaign “is designed to emphasize that we have the expertise, the tailored solutions and the delivery channels to meet everyone’s needs” said Robert D’Amore, executive vice president/marketing and regional banking for People’s.

Print and radio ads began running in daily and weekly newspapers and on radio stations in Connecticut and New York. Outdoor ads incorporating visuals from the TV spots will appear this month throughout Connecticut.

North Castle became lead agency for the Bridgeport, Conn., bank in 1995.

Last year, the client took advantage of the merger of BankBoston and Fleet to push its longevity and to lure customers from the two Massachusetts banks. Those ads featured headlines such as, “Make a move before your bank makes one for you.”