BOSTON PJA has launched a print campaign for Cambridge Trust Co. that plays up the customer-focused service aspects of the small, local bank with the tagline, "Welcome back to banking."
The appeal is aimed at customers of soon-to-be-acquired larger banks (such as FleetBoston Financial), letting them know that Cambridge Trust is a viable alternative, according to PJA, an independent shop based in Cambridge, Mass.
Ads consist mainly of copy and employ headlines such as "You dial your branch manager's number. After two rings, she picks up," and "You skip your place in line to get your favorite teller." The effort is running in newspapers such as the Cambridge Chronicle, Concord Journal and the Beacon Hill Times.
Robert Davis and Chris Frame served as creative directors on the effort; Matt Magee wrote the copy.
—Adweek staff report