HUNTINGTON Beach, Calif. - nuVision Financial Federal Credit Union has revved up its marketing strategy for 2005. The $657 million credit union has become the exclusive financial services partner to cable television's The Outdoor Life Network show Adventure Highway with Tom Holm. The deal, which covers four episodes, leverages television product placement, event marketing and shared sponsorship to reach the growing adventure sport enthusiast market here. Broadcast into over 50 million homes, the nationally televised Adventure Highway series follows its host, longtime adventure sports enthusiast Tom Holm, across the country as he shines the spotlight on a variety of local extreme or adventure sports. nuVision Financial was alerted to this "destination marketing" opportunity by Redondo Beach, California-based credit union marketing firm Market and Sales Logic. The credit union worked with the firm last year to place "advertorials" in Money magazine. Here is how it works. Market and Sales Logic buys large blocks of advertising with media sources such as the Adventure Highway television show or publications including Money, Los Angeles Magazine, Los Angeles Times, San Francisco Chronicle, San Jose Mercury News and San Francisco Magazine. The company then offers the spots to credit unions at a discounted rate. The $32,000 price tag includes one event, product placement, co-sponsorship and a 30-second professional television spot produced for the credit union. Credit unions have their choice of episodes and being featured exclusively or cooperatively. Since it is on cable each episode is guaranteed to run at least seven times after the original airdate. "Marketers are continually searching for better ways to maximize their media expenditures-since it is such an expensive investment. Product placement is an emerging advertising trend and the event marketing element is becoming a leading way to maximize ROI," said Market and Sales Logic CEO Kristin Witzenburg. "It is very challenging to find a completely family-oriented show on television that has co-sponsors with big brand names like Honda, GM and provides unique combination events that can also deliver the local exposure a credit union wants and needs at an affordable price. We learned that there was an opportunity to sponsor this show, and it is a great match because it turns out the host has been a credit union member since he was17 years old-they helped him finance his first car so it is something he could stand behind in good conscience." In addition to a "brought to you by nuVision Financial" spot, the deal includes nuVision presence at national events including the 24th annual Cycle World International Motorcycle Show in Long Beach. At this event, the credit union was part of the Adventure Highway Expo, which featured motorcycle equipment, trucks and a rock-climbing booth for kids. nuVision Financial was on-site with five staffers and computer kiosks to provide instant financing and meet with community members. "Our strategy this year is finding ways to break through all the clutter and focus on what people want to buy," said nuVision Financial CU VP/Chief Planning and Development Director Kerry Lewis. "Let's face it loans are not all that exciting so we wanted a way to supplement traditional media and events are good for us not only for the face time in meeting and talking to people but it also helps our staff really understand the market we serve -you've got to be immersed in that environment and then you start to connect." Lewis discovered he and host Holms had a lot in common and during the opening Motorcycle/Travel focus episode Lewis joined Holm on-air riding Honda's latest motorcycles designed to appeal to a younger market from Napa to Long Beach. Plans are underway for the credit union to participate in upcoming local RV, boat and ATV shows. "We want loans and if we can get new members to come in borrowing then they are good members from the start," said Lewis. " We've sponsored events in the past like custom car shows, or extreme loan events but to be part of an established show like this, have our booth as part of the Adventure Highway display and be the only financial institution there is just a different animal. People not only saw our signage throughout the trade show but the filming attracted attention and they just kept coming into the display area where we were situated. It was great." nuVision Financial's first episode will air on February 13 with others scheduled to run later this year. Those interested in the specific future air dates can visit http://www.olntv.com/tvlistings/default.asp?nm=2 to see the OLN viewing schedule. According to Witzenberg, she has recently been contacted by other credit unions interested in sponsoring the remaining episodes. -email@example.com
NuVision Financial CU Launches Adventurous Marketing Campaign
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