WOODCLIFF LAKE, N.J. – Hoping Chicago turns out to be a NYCE-kind of town, the electronic funds network has launched a series of television advertisements in the area. The television ads follow two women driving around a city shopping district in a convertible. When one sees something she likes she says "NYCE" and the next shot shows the product in the car while the women continue driving around town looking for other merchandise they think is "NYCE". Created by Glastonbury, Connecticut-based Cronin & Co. the advertising spot is similar to one NYCE ran last summer in Michigan, Indiana and Illinois outside the Chicago market. With the Chicago market dominated by Memphis, Tennessee-based Concord EFS Inc.'s Cash Station network, NYCE is only starting to make a play for its share of the PIN-based point-of-sale debit market. "Right now, the Chicago market contributes for NYCE less than any other of our markets," said NYCE Senior Vice President James Judd. "It was a baby step. We'll see what it does-just to get an understanding of what you get for X dollars in that market." According to NYCE officials, they plan to take the marketing campaign slow and see how well the ads promote the NYCE brand.

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