Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
BOSTON Banknorth looks to strengthen its image as New England’s “hometown bank” in a new integrated campaign that features former Bruins hockey star Ray Bourque. Ads break on Monday.
“We asked Via to come up with a campaign that mirrored what we did in the past in terms of offering premiums, but we also wanted to get the word out about Ray,” said Rick Dempsey, executive vice president of marketing at the Portland, Maine-based bank.
The campaign, which includes print, radio, outdoor, point-of-purchase, direct marketing and public relations, offers customers a chance to “Win a day with Ray Bourque.”
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in