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CU System
N.J. ad campaign capitalizes on Cinderella Jets
HIGHTSTOWN, N.J. (1/20/10)--The New Jersey Credit Union League's (NJCUL) "Banking You Can Trust" consumer awareness ads will air Sunday on two stations during the New York Jets AFC title game. The ads will air on 1160AM and 1310AM. Throughout the game, five commercials will broadcast on each station, four during game play and one during pre- or post-game discussion, said the league. "The Jets have been an underdog story here. They play in New Jersey and have a big New Jersey fan base so we wanted to take advantage of this opportunity," said league President/CEO Paul Gentile. The league has amped up its "Banking You Can Trust" campaign for 2010, including airing spots on cable TV and radio, publishing in The New York Times, traveling via NJ Transit and sponsoring Rutgers University sports. "There has never been a more important time to tell the credit union story. Consumers are anxious for alternatives. As member-owned cooperatives with no outside shareholders to please, credit unions are a compelling alternative," Gentile said. While some may look askance at the use of the word "banking" in a credit union message, Gentile said that "Banking You Can Trust" is the right message. "We first need to build awareness about credit unions," he said. "You can't brand something that isn't known. By using the term 'banking' we instantly tell consumers what we do. Credit unions certainly are not banks, but we offer 'banking' services. It's what we do," he said. Gentile urged credit unions to "use common language that consumers understand and not try to confuse them with terms like 'shares' and that they have to 'join.' And 'trust' of course is what credit unions are all about. For us in New Jersey, 'Banking You Can Trust' is the right message."


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