The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Bank

Charter One kicks off marketing campaign to promote its rebrand to Citizens Bank

Author

By Minda Smiley, Reporter

April 27, 2015 | 3 min read

Michigan and Ohio-based Charter One has kicked off a marketing campaign to promote its rebrand to Citizens Bank.

The move is part of parent company Citizens Financial Group’s strategy to unify its brands across the 11 states it operates in throughout the Northeast and Midwest.

New ‘Citizens’ signs have been unveiled at more than 200 branches and at two corporate offices in Michigan and Ohio.

Existing Charter One customers will be able to retain their account numbers as well as branded checks, credit cards, and debit cards with online and mobile banking passwords remaining the same.

Bruce Van Saun, chairman and chief executive of Citizens Financial Group, said: “As we enter a new era for our company in Michigan with the name Citizens Bank, a name that has been central to our heritage since our founding in 1871, we are as committed as ever to providing our customers in Michigan with the best possible banking experience to help them bank better.”

The rebrand has been backed by a marketing campaign, launched under the strapline ‘Ask a Citizen’, and featuring real colleagues of the bank. It highlights the experiences and trust that is shared between bankers and their customers.

Brad Conner, vice chairman and head of consumer banking at Citizens Bank, said of the campaign: “Consumers today are looking for help planning to pay for college, to pay off their debt, to retire and to meet other financial goals, and they prefer to get this help from someone they know and trust.”

It will run across radio, TV, digital, and outdoor advertising in Ohio, Michigan, Pennsylvania, and Massachusetts.

It marks the first time in Citizens’ history that Citizens Bank ads will run in both the Northeast and the Midwest.

Sign up for The Drum's Daily US newsletter to keep up with the latest in American marketing and media

Bank

More from Bank

View all

Trending

Industry insights

View all
Add your own content +