SAN DIEGO – Mission Federal Credit Union is blazing a brand awareness path with its “Your Mission is Our Mission” campaign. Launched this month the campaign revolves around the credit union’s goal of helping members make the best financial decisions at every stage of life through education, expertise and service. “In the past Mission Fed focused on serving the education community and we did a good job of advertising directly to those groups,” said Mission Fed SVP of Membership/Chief Advocacy Officer Neville Billimoria. “But now it’s time to let everyone know that we are able to provide the same level of financial service and financial education to all residents of San Diego County.” So far three television commercials titled “Higher Aspirations”, “Fearless Determination” and Courageous Quest” have hit the airwaves. The campaign includes a media mix of television commercials, billboards, mall posters and radio spots. “We feel we’ve earned our members’ trust and these ads pay tribute to them,” said Mission Federal CU Marketing Vice President Alex Armstrong. “Understanding how to make the best financial decisions is not a trait that comes by naturally for most people so it is important that the residents of San Diego County know that there is a financial institution open to them whose mission is to provide more than just products and services.” The launch of a new Web site is slated for the end of the year. The campaign will run through 2006.

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