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.

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