While some big financial institutions arrogantly touted their corporate jets and big bonuses in the face of taxpayers after taking federal handouts, a Colorado bank was flying their own “corporate plane.” FirstBank wanted to set itself apart from the jet-tripping, high-living, bonus-grabbing fat cats that were stealing the headlines. Instead the largest locally-owned bank in Colorado hauled out a rented biplane and tied a banner to its tail. Then they circled Coors Field during the opening game of the Colorado Rockies baseball team. Trailing behind that little plane was a great big 30’x115’ banner that read. . .This is the closest thing we have to a private jet.
A big message behind a tiny plane!
The promotion, costing about $7,000, was seen by about 50,000 baseball fans at the stadium. FirstBank with assets of $8 billion and 120 offices in Colorado alone, plus a handful in California and Arizona, worked with Boulder-based TDA Advertising and Design, the ad’s creator.
According to an article in The Denver Post, the bank has been promoting its long-standing conservative lending practices since late last year and steered clear of risky loans.
In reviewing the comments on The Denver Post website, I haven’t seen a single negative comment about the clever stunt . . . only amusement. Even in this economic time when bank customers are furious with many bank practices and marketing tactics, this clever promotion tells me that a smart bank marketer can make a great impression and spread a little humor, too.
1 comment:
The fallout from things like golf sponsorships by TARP banks has left some financial institutions afraid of high-profile advertising. Which is too bad, because high-profile advertising is the only kind of advertising that works in my book.
The 1st Bank promo is certainly high-profile (pun?), showing that you can have fun and convey your brand messages without fearing a backlash.
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