Saying it has already picked up "an early positive buzz," Navy Federal Credit Union confirmed Tuesday it has launched a stepped-up national media campaign to promote its GEICO Insurance linkup.
The branding push covers 37 markets and includes radio, newspapers and online ads. It began Jan. 17 and the credit union hopes to gauge results by May, according to Pat Schneck, senior vice president-marketing and advertising.
The campaign is distinctive from past GEICO tie-ins, Schneck said, considering "our new ads emphasize the partnership and the similarity of our two brands." Under Navy Federal's new media outreach, the nation's largest CU expects to conduct a higher level of buys in the spot ad market in the weeks ahead.
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