Small Bank Seeks the Stranded

Fuse-Created Campaign Takes Aim at Fleet-BankBoston Deal
BOSTON–A small Massachusetts firm is appealing to Fleet Bank customers who may be left behind after the merger with BankBoston.
Newburyport, Mass.-based First & Ocean National Bank this week launches a month-long ad effort that asks: “Is Fleet setting sail without you?”
The campaign, created by Fuse Total Marketing Outsource, also in Newburyport, includes newspaper ads, direct mail pieces and billboards appearing on Massachusetts’ North Shore and the southern New Hampshire seacoast, where the bank’s five branches are located.
One print execution encourages Fleet customers whose accounts are being sold to “jump ship to First & Ocean.”