Luckie Introduces Regions Bank in Florida

ATLANTA Regions Bank said it plans to launch an ad campaign Sunday to promote its name in new markets following its July 2004 acquisition of Union Planters Bank.

The campaign includes television, print and direct mail and was created by Luckie & Co., an independent shop in Birmingham, Ala. Luckie acquired the account last year after a review of undisclosed agencies. The shop has been providing media planning and buying for Regions since 2002. The incumbent, VRA, an independent Birmingham shop, did not defend the account.

The print ads will run Sunday in six English- and Spanish-language newspapers in Miami, Fort Lauderdale and West Palm Beach, Fla. On Monday, 30- and 60-second bilingual television and radio ads will begin airing in the same markets. The campaign will expand to the Midwest in mid-January and to several markets in the South in April.

The goal of the campaign is to “jump-start awareness of the name change from Union Planters to Regions in a very big way,” said Jay Waters, senior vice president of communications planning for Luckie.

“While the bank’s name has changed, the commitment to customers hasn’t,” said Brad White, executive creative director at Luckie. “We convey that in a caring, friendly and sometimes humorous way, especially in our TV spots, which feature a truck driving a large Regions Bank sign around town.”

Spending on the campaign was not disclosed, but Regions spent $5 million on advertising in 2003 and $4 million through the first 10 months of 2004, according to Nielsen Monitor-Plus.