BURLINGTON, VT– A new level of sophistication and creativity in bank advertising will soon be visible in the latest bank marketing campaign from Shark Communications. Developed for Brookline Bank, a Boston based bank that is part of the Brookline Bancorp (NASDAQ: BRKL) network of community banks, the new advertising features a variety of upscale and stylish images, text, and headlines positioning Brookline Bank as a valuable banking partner to its customers. In one of the first ads to be launched, an image of a barefoot couple on a beach is paired with the headline, “Calm is three days with your shoes off … knowing your bank is always on.” The ads follow a bank marketing strategy originally developed by Shark in conjunction with an overall rebranding effort for Brookline Bank in 2008. This approach was designed to shift the overall brand image of Brookline Bank and to attract a younger and perhaps more affluent demographic.
Peter Jacobs, Shark Communications’ Creative Director noted, “The new brand marketing for Brookline Bank represents a focus by Chief Executive Officer Paul Perrault and the bank’s executive management for rather sophisticated marketing strategies based on distinguishing the bank in the greater Boston marketplace with well-managed brand image marketing. It’s not typical of most bank marketing which tends to be more populated by standard themes such as community, trust, savings rates and various bank products.”
Following previous marketing programs established by the agency for Brookline, Shark will execute the new bank campaign across multiple media channels. These channels include search, social, mobile, print and outdoor media.
Shark Communications, and Strategic/Creative Director Peter Jacobs, offers nearly three decades of creative excellence and deep, strategic knowledge of bank marketing. Shark serves a variety of clients with integrated and interactive marketing solutions, with an expertise in bank branding, advertising, web development, SEO/SEM, and digital public relations. For more information please visit sharkcomm.com.
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