NewAlliance Bank, with an assist from an Avon marketing firm, is kicking off a regional image blitz, with ads appearing during Sunday night’s Super Bowl.
The New Haven regional lender says its “Do Your Thing” marketing campaign underscores its commitment to lending and customer service. It’s also aimed to differentiate NewAlliance from its competitors, Mark Gibson, the bank’s executive vice president and chief marketing officer, said in a statement Friday.
NewAlliance is using TV, radio, print and online ads to spread its message. Its tagline also will appear on merchandise, a redesigned bank website and select sponsorships.
Connecticut’s third-largest bank said it teamed for the first time with Adams & Knight, a 22-year-old integrated marketing communications firm in Avon, to craft the campaign.
NewAlliance will open this spring its second Hartford branch, inside the XL Center on Trumbull Street downtown.
The $8.4 billion-asset bank has 87 branches in Connecticut and Massachusetts.
