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New A&W Campaign for Bethpage Changes Face of Bank Marketing

March 15, 2010

The face of bank marketing on Long Island will never be the same, thanks to a new integrated campaign for Bethpage Federal Credit Union created by Austin & Williams.

Featuring a contemporary yet friendly brand identity and media strategy with iconic personalities, the Bethpage campaign is designed to break through the clutter of the super-competitive banking market, according to A&W Executive Vice President Eva LaMere. "Even though Bethpage is the market's leading community financial institution – and people love to bank there – research showed that their overall brand awareness is low. Our campaign is about to change all that."

The new Bethpage logo, with its teal and bright orange color palette, stands out from the sea of blue that so many banks have adopted, while the "You'll love banking here" tagline is a true differentiator, LaMere explains. "Time and again, research shows that Bethpage's superior service really sets them apart. Few financial institutions could deliver on such a bold statement – Bethpage can."

This superior service message is brought to life – literally – in the new "faces" of Bethpage:  the iconic Beth and Paige. The focal point of the agency's campaign, the two women personify the essence of the new brand strategy with their personal commitment to going "above and beyond" to deliver great service, even in challenging (and often humorous) situations. The pair will be featured in all advertising, merchandising and collateral materials and will demonstrate the knowledgeable, approachable and service focus of Bethpage employees.

"In fact, our radio spots are based on some real ‘above and beyond' service stories we heard from Bethpage staff," LaMere says. "We did take some creative liberties with our television campaign, however, so don't expect to see the tooth fairy walking through your local branch." To see tooth fairy's visit, and the rest of the Bethpage campaign, view the agency's portfolio.