The Michigan Credit Union League is backing a major effort to communicate the benefits of joining a credit union.
The Lansing, Mich.-based league said its recently launched ad campaign is the largest ever sponsored by credit unions in the state. The central message of the campaign promotes joining a credit union, emphasizing that union members truly own their money.
Under the slogan, "Own your money. Join a credit union," the multi-million dollar initiative features a series of television and radio ads that tout the difference between credit unions and other financial institutions.
The campaign accompanies an unprecedented rate of growth among Michigan credit unions. According to MCUL President/CEO David Adams, the current rate at which Americans are joining credit unions-5,000 people a day-provided ideal economic conditions for Michigan CUs to launch their campaign.
"Consumers today want more control over their finances, and credit unions are a perfect alternative for people who want to keep their money close to home, working for them and their community," Adams said. "For 85 years, credit unions in Michigan have been in the business of helping people manage their money by investing in them, in Michigan and in America."
The campaign, which aired its first wave of ads the week of June 7, will be redoubled in the fall, employing additional commercials that will build off the current credit union enthusiasm in Michigan, according to the league.
"Credit unions across the state joined together to help fund this historic advertising effort, adding up to a combined total of $4 million, including contributions from our CUcorp affiliate," Adams said.
"There is growing public awareness and support for credit unions and, with consumers looking for a safe and sound alternative for their finances, this is a perfect time to inform them about the credit union difference."
--lcondina@cutimes.com
