Central Pacific Bank launched a new TV campaign yesterday, February 1st, in its home state of Hawaii. Rather than flashy video, the bank marketing department chose to features nostalgic black and white scenes which depict the dreams of the bank’s first customers. According to a statement in Pacific Business News by Andrew Rosen, Central Pacific’s chief marketing officer,“In this economy, while we’re in a recession, it’s even more important to emphasize the ways we help people in the community.”A news release from the financial institution noted that “the message reflects our roots — founded by World War II veterans to serve working folks.”
Incidentally, the bank has a very unique history. The bank was founded by WWII vets (second generation Japanese American war heroes) who found themselves with limited opportunities in Hawaii after the war. They met over fifty-cent plate lunches and founded the bank.
The launch coincides with a unique exhibit of rare World War II memorabilia to be on display in March at Central Pacific Bank’s Main Branch in downtown Honolulu. The display of artifacts and photos honor the legacy of Hawaii’s veterans; some of whom were founders of Central Pacific Bank.
Central Pacific Bank has adopted the marketing tag line. . . “Work. For You.”
Will other bank marketing departments take the economic downturn into consideration when producing campaigns. . . or will it be business as usual? This was considered in a former post, "How do you combat negative headlines?"
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