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BOSTON PJA has launched a print campaign for Cambridge Trust Co. that plays up the customer-focused service aspects of the small, local bank with the tagline, “Welcome back to banking.”
The appeal is aimed at customers of soon-to-be-acquired larger banks (such as FleetBoston Financial), letting them know that Cambridge Trust is a viable alternative, according to PJA, an independent shop based in Cambridge, Mass.
Ads consist mainly of copy and employ headlines such as “You dial your branch manager’s number.
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