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News Now

CU System
Washington CUs ads provide respite from economic chaos
FEDERAL WAY, Wash. (3/5/09)--A series of TV and print ads with the theme “Financial Chaos-Free Moments” is being run statewide by Washington state credit unions to emphasize credit unions’ stability in a time of economic chaos. The campaign started in February and will run through the end of March, John Annaloro, president/CEO of the Washington Credit Union League, told News Now. The ads were made by Big Bang Electrical--a Seattle-based advertising agency. “The campaign is aimed at all the members of the credit union system,” Annalaro said. “It speaks to existing members and new members while they are reconsidering their institutional relationships. This is a historic opportunity for credit unions to be heard. “This campaign is designed to accelerate growth by speaking to traditional values of credit unions, and emphasizing calm and stability amidst a massive financial crisis--that credit unions are islands of peace and happiness in all the chaos,” he added. “The continued impact of the ads is undeniable for existing members and employees of credit unions. Washington is a state that uses a lot media buying. Of all the ads, the values-based ads are the ones that are most effective in driving new relationships,” Annalaro said. Credit union growth in Washington was already accelerating when the ads began, Annaloro said. Washington ranked fifth in the nation in 2008 with 5% aggregate growth as a percentage of new assets and new members, he added. To see one of the TV ads, use the link and click on “Watch the Commercial.”
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