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Via’s first image campaign for Banknorth attempts to reinforce the company’s image as a regional player of note and introduces the tagline, “It’s nice knowing.”
The campaign is budgeted at $10 million and consists mainly of print and radio executions, the latter voiced by actor Kevin Kline.
“Our strategy was to position Banknorth as the company that delivers peace of mind to customers in the Northeast,” said Rich Rico, chief creative officer at Via, Portland, Maine.
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