Hibernia Targets Southwest Consumers

DETROIT Hibernia National Bank breaks a 60-second direct-response television commercial today.

The spot, from Doner, Southfield, Mich., will run for 12 weeks in Louisiana and Southeast Texas.

The ad continues the New Orleans-based bank’s “Head for Hibernia” campaign and promotes HNB’s Completely Free Checking product.

When it airs in the morning and afternoon, it will include a toll-free number that viewers can call to sign up for the service. A different telephone number will appear for each station on which the ad appears, enabling Hibernia to measure the impact of the ad market by market. When it airs after 6 p.m., the spot encourages viewers to log on to the company’s Web site for additional information.

Hibernia National Bank has 262 locations in 34 Louisiana parishes and in 17 Texas and two Mississippi counties. The company spent about $1.5 million on advertising in 2002, according to TNS Media Intelligence/CMR.