Via, Banknorth Hit the Beach

BOSTON Banknorth this month launches a summer promotional campaign from independent shop Via. Ads tout the “Simply free beach basics” the bank is offering to everyone who opens a deposit account.

One print ad from the Portland, Maine, agency shows a beach scene, sans people, with text that reads, “Get a free beach chair, umbrella or cooler … It’s nice knowing one local bank is serious about free.”

Radio, direct response and online support is also part of the push, which plays off the client’s familiar “It’s nice knowing” tagline.

The promotion will run in Massachusetts, Maine, New Hampshire, Connecticut, Vermont and New York.

“With a refer-a-friend component, current customers can take part as well,” noted Via senior client strategist Barbara Bourgault. “So every customer is able to receive all three gifts if they are real advocates for the bank.”

Banknorth is one of Via’s largest clients, spending an estimated $15-20 million annually on ads.