MIAMI — A low-cost TV awareness campaign Web-linked and funded by a consortium of south Florida credit unions on the NBC affiliate, is going national next month in three major markets, its backers announced Friday.
A key feature of the co-op nature of the "Credit Union Difference " 30-second ads, now slated for NBC broadcast in Dallas, San Diego and Washington, the first two weeks of January, is the low price-packaging of the commercials that carry individual CU taglines and can track and refer on-line contacts, claim the sponsors.
"So far we've been getting a positive response from the ads which we hope will go a long way in boosting South Florida membership which is pretty low at 20%" said James Wagy, chief operating officer of the $725 million Tropical Financial CU of Miramar.
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The dozen or so participating CUs in Florida, including smaller ones, find the co-op packages running $12,500 a month for a series of 100 ads particularly appealing from a budget perspective, officials said. The first 20 seconds of each ad is "generic" with the last 10 fitted for a custom message.
Meanwhile, the Texas Credit Union League, in endorsing the "CU Difference campaign" tailored for NBC stations across the U.S. said it is helping guide a group of a dozen Texas CUs to air the commercials on KXAS, the NBC Dallas/Fort Worth affiliate known as NBC5.
"We like the idea that you can measure the results and also fits well into the budgets of those credit unions which find the big TV expense too costly," said Rick Grady, vice president of the Texas League, who was contacted last March by a top national TV salesman for NBC, Larry Olevitch, now pitching "CU Difference" to state leagues and CU groups in some 10 cities.
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