Tricor Tries San Francisco

LOS ANGELES-Tricor Mortgage Lending has expanded its latest campaign into the San Francisco area with TV, outdoor, radio, print, direct mail and BART station electronic reader board ads. Billings are $2 million, according to industry estimates.
Created by Houston Helm Fattal & Collins, Marina del Rey, Calif., the ads tout Tricor’s low rates and hassle-free service. The effort marks the first time an outside advertiser has used the BART electronic reader boards for ads.
“[The boards] are a great way to reach commuters from the suburbs who are homeowners [and] are either buying or refinancing,” said agency president Greg Helm.
The campaign will run through the end of the year. Similar ads are also running in Southern California.
-Teresa Buyikian