Fleet Kicks Off Campaign for Online Banking

In a push to draw customers to its online banking and investing
capabilities, Fleet on
Monday launched an $18 million dollar integrated advertising campaign.

The campaign begins in the Northeast this week and uses TV, radio, print,
outdoor, Web, point of sale, and direct response ads.

The creative message, designed by Hill,
Holliday, Connors, Cosmopolus, shows how Fleet HomeLink users can save
time by using the service. Some of the ads use a baseball theme, which
reinforces Fleet’s sponsorship of Major League Baseball.

The campaign will feature 30-second TV spots, 60-second radio spots, and
print and outdoor ads in the New York metro area, central New Jersey, and
Boston.

Since its merger with BankBoston, Fleet is seeking to introduce HomeLink to
new customers and existing customers who previously had access to Fleet Web
Banking or BankBoston’s HomeLink.

“The advertising strategy is focused on building strong brand awareness for
HomeLink as well as communicating the benefits of online banking and
investing in general while subtly weaving in our relationship with Major
League Baseball,” said Anne Finucane, executive vice president and director
of marketing and corporate communications at Fleet.