30-second brand spot supported by three 15-second spots highlighting TD Banknorth’s “hassle- free banking” offerings, including no ATM fees, extended branch hours and lower banking fees
Portland, Maine, March 28, 2007 – Who doesn’t want to eliminate some of the hassles of banking? The VIA Group announced this week the launch of its newest TV campaign for TD Banknorth highlighting the bank’s commitment to making banking “hassle free” for the customer. This marks TD Banknorth’s first foray into brand advertising. The campaign includes a 30-second brand spot and three 15-second spots highlighting TD Banknorth’s “hassle free” product offerings. The “hassle-free” product offerings include no ATM fees (in select markets), extended branch hours and lower banking fees.
“It was clear that it was time to create advertising that elevates the value of the TD Banknorth brand,” said Thomas J. Dyck, executive vice president and director of marketing for TD Banknorth. “TD Banknorth’s brand promise is to free our customers from the hassles of banking and the worries of managing their money. We worked with VIA to develop advertising that acknowledges the constraints on time that our customers face every day. Our customers see banking as one thing to do among many, and we need to show them that we are respectful of their needs and their expectations. To this end, this advertising highlights the convenience, speed and flexibility that banking with TD Banknorth offers.”
The campaign will cover TD Banknorth’s entire New England and upstate New York footprint. The TV spots will break the week of March 26 in major New England and New York markets, including Boston, Hartford, Portland, Bangor, Presque Isle, Burlington, Springfield and Albany.
“Creatively we wanted a campaign that would demonstrate the pressures that individuals and families face every day and the lengths TD Banknorth goes to make their customers’ lives simpler,” said Greg Smith, VIA’s chief creative officer. “Consumers today are looking for any way to reduce the hassles of their daily life and make more time for leisure and family. Exhaustive consumer research showed us that what our customer was looking for was personal convenience–fast, hassle-free banking. Additionally, TD Banknorth is unlike other banks in that while they have grown, they have remained friendly and warm, treating each customer as an individual, and we wanted the creative to have that sensibility throughout.”
TV creative elements of VIA’s “Hassle-Free Banking” campaign for TD Banknorth can be viewed at www.vianow.com.
About TD Banknorth Inc.
TD Banknorth Inc. is a leading banking and financial services company headquartered in Portland, Maine and a majority-owned subsidiary of TD Bank Financial Group. At December 31, 2006, TD Banknorth had $40 billion of total consolidated assets. TD Banknorth's banking subsidiary, TD Banknorth, N.A., operates banking divisions in Connecticut, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania and Vermont. TD Banknorth and TD Banknorth, N.A. also operate subsidiaries and divisions in insurance, wealth management, merchant services, mortgage banking, government banking, private label credit cards, insurance premium financing and other financial services and offers investment products in association with PrimeVest Financial Services, Inc. The TD Banknorth common stock trades on the New York Stock Exchange under the symbol "BNK." For more information, visit http://www.TDBanknorth.com.
About VIA
Founded in 1993, VIA is an agency with a long track record of helping companies grow by solving their toughest marketing, branding and advertising problems. The bigger the challenge the happier we are. Current clients include Analog Devices, TD Banknorth, HP Hood, Twisted Tea, CBS RADIO, Kick Start, Silverstein Properties, Monster, Dunkin’ Donuts, Cleveland Clinic and Arrow International, who are served from offices in Portland, Maine; Boston; and New York City. More information is available at www.vianow.com.
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