BRISBANE, Australia – Using a parody on the jingle from the old television series Cheers, Credit Union Australia is hoping the "Start banking where you belong" campaign will help capitalize the credit union's best advantage over banks -membership. According to CUA Marketing/Communications Manager Karyn Kelly, since belonging is very high on the list of personal and emotional needs, the new brand may help potential members connect and deepen their relationship with the credit union. CUA joined forces with Don Lape, creative director of Lape & Partners Marketing Communication for the branding "makeover", which took over 10 months. The advertisements will be launched this week on television and radio.

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