Fidelity Budgets $60-80 Mil. For First Corporate Image Work

“Where 12 million investors put their trust” is the tagline of what Fidelity Investments hailed last week as its first corporate image campaign. Industry sources pegged the cost of the effort at $60-80 million.
Created by Hill, Holliday, Connors, Cosmopulos, television spots broke on NBC during its coverage of the Major League Baseball playoffs and are scheduled to run on sports and news programs into 1998.
Four commercials–one 60-second and three 30-second executions–end with the Fidelity logo and a toll-free number to call for a brochure.
An important constituency is the client’s 27,000 employees, and one of the spots focuses on their dedication and abilities.