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.”
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