BofA Launches their First IRA Advertising Campaign
This entry was posted on 11/12/2007 12:00 PM and is filed under Deposits.
BOSTON, November 9, 2007 /PRNewswire/ — Bank of America today announced the
launch of its first retirement advertising campaign, spotlighting the
company's ability to provide clear, understandable Individual
Retirement Account (IRA) solutions. Recognizing the complex and diverse
retirement needs of Americans, a key objective of the campaign is to
increase understanding of the various IRA choices available to meet the
individual needs of Bank of America customers and prospects.The company will launch a $35 million national and select local
print and online advertising campaign related to its IRA solutions
beginning this Sunday, November 11, which is expected to continue
through early second quarter next year. The advertising effort, the
first that has centered around the company's deep-rooted retirement
capabilities, is expected to lead into a larger awareness-building
campaign focused on Bank of America's broader capabilities and brand
presence in the retirement space next year.
Bank of America Chief Marketing Officer Anne Finucane said, "As our
first major foray into the retirement advertising realm, we want to
address head-on the challenges customers face in making sense of IRA
solutions available in the marketplace. More broadly, we want them to
be aware that Bank of America can help guide them through life's stages
and provide the opportunity to realize their retirement dreams -
serving as the customer's trusted financial provider for their
retirement-related needs."
In discussing the campaign, Jeff Carney, president, Bank of America
Retirement & Global Wealth & Investment Management Client
Solutions, said, "Americans' retirement needs are continuing to
intensify due to longer life expectancy, rising healthcare costs and
the lack of comprehensive, readily accessible guidance. This initial
campaign is intended to demystify for customers one key solution area -
the world of IRAs - and help create a better understanding of
retirement solutions overall, which Bank of America is extremely well
equipped to provide."
The campaign will showcase the range of Bank of America IRA
offerings - including FDIC-insured IRAs offered through Bank of
America, N.A., and brokerage IRAs offered through Banc of America
Investment Services, Inc. (BAI) - and is designed to address our
customers' retirement needs and help them understand the benefits and
choices of IRAs.
Boston-based advertising agency Hill Holliday, which has partnered
closely with Bank of America in developing current campaigns underway
for Columbia Management, the investment management arm of the company,
and U.S. Trust, Bank of America Private Wealth Management, helped to
design the new IRA-focused campaign.
Additional information regarding the campaign may be found at the MediaPost website: http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=70768
