WESTBROOK, Maine — The Maine Credit Union League is the latest league to focus on branding its state's credit unions.
The league has unveiled its new 2007 commercials that have started airing as part of its Statewide Advertising Awareness Program.
The new commercials, produced by Catama Films, focus on the benefits that using a credit union bring to consumers. The research for the new commercials emphasizes much of the findings of a comprehensive study, called An Examination of the Financial Benefits of Credit Unions to Maine Consumers, conducted in 2006 by Charles Lawton, a highly respected Maine economist. In his study, Lawton found that, in total, Maine consumers save $40 million a year just by using a Maine credit union. In addition to the economic impact study, the new commercials were produced using feedback from focus groups conducted in various regions of Maine.
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Using the theme of "I Save," the four new commercials recently began airing in all three of Maine's television markets–Bangor, Portland and Presque Isle. As a result, the commercials will reach consumers in every Maine county through network and cable television. The 2007 Statewide Advertising Awareness Campaign is the most aggressive ever by Maine's credit unions, as nearly $400,000 has been allocated to the program for this year, double the budget of previous years.
In addition to the new TV commercials, the Maine Credit Union League also unveiled a new Web site (www.mainecreditunions.org) in conjunction with the campaign that assists consumers in finding a credit union, and highlights the credit union difference, among other things.
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