BofA Launches their First IRA Advertising Campaign

BOSTON, November 9, 2007 /PRNewswire/ — Bank of America today announced the launch of its first retirement advertising campaign, spotlighting the company's ability to provide clear, understandable Individual Retirement Account (IRA) solutions. Recognizing the complex and diverse retirement needs of Americans, a key objective of the campaign is to increase understanding of the various IRA choices available to meet the individual needs of Bank of America customers and prospects.

The company will launch a $35 million national and select local print and online advertising campaign related to its IRA solutions beginning this Sunday, November 11, which is expected to continue through early second quarter next year. The advertising effort, the first that has centered around the company's deep-rooted retirement capabilities, is expected to lead into a larger awareness-building campaign focused on Bank of America's broader capabilities and brand presence in the retirement space next year.
Bank of America Chief Marketing Officer Anne Finucane said, "As our first major foray into the retirement advertising realm, we want to address head-on the challenges customers face in making sense of IRA solutions available in the marketplace. More broadly, we want them to be aware that Bank of America can help guide them through life's stages and provide the opportunity to realize their retirement dreams - serving as the customer's trusted financial provider for their retirement-related needs."
In discussing the campaign, Jeff Carney, president, Bank of America Retirement & Global Wealth & Investment Management Client Solutions, said, "Americans' retirement needs are continuing to intensify due to longer life expectancy, rising healthcare costs and the lack of comprehensive, readily accessible guidance. This initial campaign is intended to demystify for customers one key solution area - the world of IRAs - and help create a better understanding of retirement solutions overall, which Bank of America is extremely well equipped to provide."
The campaign will showcase the range of Bank of America IRA offerings - including FDIC-insured IRAs offered through Bank of America, N.A., and brokerage IRAs offered through Banc of America Investment Services, Inc. (BAI) - and is designed to address our customers' retirement needs and help them understand the benefits and choices of IRAs.
Boston-based advertising agency Hill Holliday, which has partnered closely with Bank of America in developing current campaigns underway for Columbia Management, the investment management arm of the company, and U.S. Trust, Bank of America Private Wealth Management, helped to design the new IRA-focused campaign.

Additional information regarding the campaign may be found at the MediaPost website: http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=70768

Posted by Mark Rodrigues at 11/12/2007 12:00 PM
Categories: Deposits
 

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