The $500 million Hughes Federal Credit Union of Tucson has hired the University of Arizona head basketball coach as its new TV spokeswoman under a campaign aimed at tying the CU brand closer to college athletics.
The Tucson CU said it has hired the coach, Sean Miller, for a series of 30- and 60-second commercials that began appearing last week trumpeting Hughes as a CU that "improves financial lives of members."
"This new association is a great fit for UA Athletics, Coach Miller and Hughes Federal Credit Union," said John Sansbury, Hughes chairman. "Both their organization and ours are part of a proud tradition and have a strong commitment to community. We look forward to a relationship that raises awareness for UA sports and for Hughes."
The Tucson CU has long been a sponsor of the UA Athletics program, said Kellie Terhune Neely, vice president-marketing.
The TV spots were produced by the Tucci Creative agency of Tucson.
In addition to its sponsorship of UA Athletics, the CU also partners with the UA Family Finance Day, UA Credit-Wise Cats, UA Take Charge America Institute for Consumer Financial Education and Research, the United Way of Tucson's Financial Stability Partnership and Financial Education Collaborative of Southern Arizona
As part of its campaign, Hughes will promote its four star Bauer Financial rating in the ads, said Neely.
"We've been rated excellent to superior and have been a recommended financial institution for every quarter in the past 20 years by Bauer Financial," said Sansbury.
In leading the Hughes marketing foray, Neely comes with good credentials. She is CUNA's 2010 Marketer of the Year. She is also a member of the University of Arizona Alumni Association Board.