DULUTH, Ga. -- Credit union advocacy/awareness campaigns are getting an early jumpstart for 2008 with two state leagues, Georgia Credit Union Affiliates and the Illinois Credit Union League, unveiling separate TV ad campaigns this week with the Georgia venture highlighted by country singing star LeAnn Rimes.

"We felt having a celebrity with the caliber and quality of LeAnn Rimes helps our credit unions reach the more youthful Generation X market," explained Anita Paul, director of communications at GCUA.

The 30-second TV ads featuring a CU plug by the country star and appearing on outlets across the state will start airing Feb. 4. GCUA has been working with a Birmingham agency since last September in preparing for the campaign, which has already won enthusiastic member support "as a fresh approach to getting out the credit union message," said Paul.

Meanwhile, the Illinois League said it has signed a licensing agreement with the Pennsylvania Credit Union Association to start its "iBelong" ad campaign reportedly in May under a two-year agreement. The campaign includes TV, radio and Internet ads surrounding the "iBelong" theme.

The Illinois League said the "iBelong" branding being financed by a $500,000 grant from its board last year and $850,000 allocated this year with more added through voluntary contributions would help halt the decline in membership growth and represent a move to educate Illinois consumers who "are uninformed about credit unions." The ongoing Pennsylvania "iBelong" campaign costing $2.5 million is operated under a mandatory structure in that state.

Instant Insights /

Georgia/Illinois Leagues Launch Big Advocacy Campaigns

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