Printer Friendly

SHAWMUT LAUNCHES IMAGE AD CAMPAIGN; ADS HIGHLIGHT MARKET LEADERSHIP

 HARTFORD, Conn., and BOSTON, Sept. 20 /PRNewswire/ -- Shawmut National Corporation (NYSE: SNC) today began an intensive television and print advertising campaign that stresses Shawmut's leadership position in the New England market.
 The TV ads, which will run regionally the rest of the year, associate Shawmut's leadership in business banking, mortgages, government finance, and professional sports banking with various New England "firsts," such as the fact that the first World Series was played in Boston. Each of these New England "firsts" is associated with Shawmut leadership in a related line of business.
 Joel B. Alvord, chairman and chief executive officer of Shawmut National, said, "This ad campaign is the latest in a series of strategic initiatives, including new products, cost reductions, and acquisitions, to position Shawmut for growth. Our marketing strategy has been a major contributor to our revenue generation efforts and will continue to play a key role in the months ahead."
 Other recent examples of Shawmut's marketing strategy at work include support for product lines, such Target Savings and Shawmut Funds; the outdoor advertising strategy; sponsorship of the Volvo International Tennis Tournament; and the naming rights to the new Shawmut Center sports arena in Boston.
 The campaign, developed by Ketchum Advertising, utilizes four 30- second TV spots as well as prominent ads in magazines and national and regional newspapers. The TV spots will air on high-impact programs, including season premieres, news and business programming, and sporting events, including the World Series.
 Hal R. Tovin, Shawmut's director of marketing, said, "The image ads introduce a new dimension to our marketing strategy to position Shawmut as the banking leader in New England. This campaign is designed to build awareness of our leadership position. Building awareness is where it all begins -- it's the cornerstone of how we obtain and build business."
 With $25.9 billion in assets, Shawmut National serves consumers, businesses and institutional customers through a network nearly 300 branches of Shawmut Bank and Shawmut Bank Connecticut in southern New England.
 -0- 9/20/93
 /CONTACT: Robert L. Guenther, 203-240-1267; or Brent S. Di Giorgio 203-240-7632, both of Shawmut/
 (SNC)


CO: Shawmut National Corporation ST: Massachusetts IN: FIN ADV SU:

CM -- NE021 -- 3563 09/20/93 10:29 EDT
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Sep 20, 1993
Words:368
Previous Article:RAYTHEON WINS $13 MILLION CONTRACT FOR ANTISUBMARINE WARFARE SYSTEM
Next Article:COLONIAL GROUP NOTICE OF DISTRIBUTION DECLARATION FOR COLONIAL INTERMEDIATE HIGH INCOME FUND
Topics:

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters