BOSTON Re:Think Group is preparing a mid six-figure multimedia campaign tagged "My kind of bank" for the Bank of New Canaan. The work will break in Southern Connecticut within the next month.
Print, outdoor, direct mail and radio are planned to bolster the overall brand, with TV mixed in when the bank opens new branches, said Keith Goldberg, president and co-creative director of Re:Think, an independent agency in Stamford, Conn.
Work will target both consumers and businesses, stressing the bank's residential mortgage practice and online banking for the former and commercial financing and lending for the latter.
The main goal "is to show that BNC offers the best of both worlds: the sophisticated and wide variety of financial products you thought you could only get from a Citibank or a Fleet, coupled with the personal service that has all but vanished from banking relationships these days, " Goldberg said.
Previously, the New Canaan, Conn., bank had used local shops on a project basis to handle its ads, Golderg said.