WESTBROOK, Maine -- A newly-revamped TV ad campaign launchedlast month by the Maine Credit Union League now has new urgency forCU advocacy "considering the competition we're facing from Internetproviders and outsiders like insurance firms," the head of theleague's ad committee said Monday.

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"We're very excited about our ads which seek to show the publicthat credit unions are a better option for financial services thanING or any of the others," explained Gail Richardson, chairman ofthe league's Statewide Advertising Committee and president/CEO ofMidcoast Credit Union, Bath.

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Richardson was referring to the growth of ING Direct, the onlinefirm which provides an array of CD, savings and loan products.

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Up to this year, co-op ads in Maine have been placed on a morelimited, routine basis, but with new funding "we're able to get ourservice message out more frequently and more consistent" both thisspring and again in the fall, said Richardson. The harder-edgebranding becomes all the more important as Maine CUs cope with newcompetitors in the market like ING and a group of insurance outletsoffering financial services, she said.

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