PLYMOUTH, Mich. -- Marking one of the largest voluntary media campaigns coming "at a timely and important moment in our history," the Michigan Credit Union League Monday rolled out new safety and soundness ads to air on statewide radio.
The "Credit Union Difference" radio blitz, costing $700,000 and to continue for six weeks and later in 2009, underscores a new "trust" theme stressing credit unions are a source of financial advice and responsible lending during the nation's financial crisis, said the league.
"We've gleaned ideas from other co-op campaigns around the country and so we are hopeful that other state leagues, individual credit unions or credit union groups might want to adopt what we've produced in our ads and on our Web sites," explained David Adams, league president/CEO in detailing the branding concept.
The league-produced ads can be used by others as "long as the ads do not allow tags by individual credit unions." However, "collateral materials and Web site plug-ins will be customizable for individual credit unions that support the campaign with a modest investment."
The league said the campaign theme of "Love + Trust = My Credit Union" consists of two phases, the radio ads beginning this week, and the customizable radio, web and collateral campaign next spring.