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NEW TV ADS HIGHLIGHT BANK SOUTH'S CUSTOMER FOCUS

 Using Animatronics, Bank South Promotes Hometown Service,
 Cites Out-of-State Competitors' Focus on Cross-State Acquisitions
 ATLANTA, April 26 /PRNewswire/ -- Bank South (NASDAQ-NMS: BKSO) launches a bold new television advertising campaign today that utilizes animatronics technology to emphasize the advantages of doing business with Georgia-based Bank South rather than out-of-state banks.
 The new television advertising complements "tastefully aggressive" radio and print ads which remind Georgians that Bank South is the hometown bank and is totally focused on the customer. By comparison, nearly all of Bank South's large competitors are based in other states and are focused on managing and expanding widespread interstate banking systems.
 "While out-of-state banks focus on increasing the number of states they operate in, Bank South is making banking easier and more valuable for the customer here in Georgia," said Craig Metz, director of Marketing at Bank South. "On the other hand, the message of our advertising is twofold -- we're a Georgia bank for Georgians, and we have tomorrow's banking today, seven days a week."
 Metz continued: "While delivering a compelling message, the ads also carry a humorous spirit that is unusual in bank advertising. We think they're the kind of ads that people will enjoy and talk about."
 The new television ads call attention to innovations by Bank South on behalf of its customers. These include seven-day banking until 8 p.m., and a convenient new bank-by-phone service that is available from 6 a.m. to 10 p.m. seven days a week. Bank South also allows its customers to bank in the same place they shop for groceries; 45 of the bank's 133 full-service offices are located conveniently inside supermarkets, including Kroger stores in Atlanta and Macon.
 The advertising message is delivered with help from animatronics, a new technology that produces images entirely by computer. The campaign was developed by McCann-Erickson/Atlanta.
 In one television ad, a Bank South logo on a TV screen watches in dismay as logos of First Union, NationsBank and Wachovia, also on TV screens, pursue a smaller bank. The narrative concludes, "You see, at Bank South, instead of jumping from state to state, we simply pursue better ways to do banking."
 In the second television ad, a TV with a First Union logo swallows Georgia Federal. The ad's message is that Bank South has "a different taste for business" -- that is, a taste for combining unique services that make banking more convenient for the customer.
 The ad campaign debuts as out-of-state mega-banks continue to consume Georgia-based banks and export their headquarters and decision- making
processes to other states. Decatur Federal and Georgia Federal, for example, are being absorbed this year into the First Union empire, which is headquartered in Charlotte, N.C. Previous to these acquisitions, Decatur Federal and Georgia Federal had strong local identities.
 Bank South, meanwhile, announced recently that it intends to strengthen its hometown franchise and identity even further. Beginning later this year, Barnett Bank's metro Atlanta customers will begin doing business with Bank South -- their hometown bank -- pending closure of an agreement in principle between Bank South and Barnett. Bank South would swap its only out-of-state banking operations, located in Pensacola, Fla., for Barnett's offices in Atlanta. Barnett, which is based in Jacksonville, Fla., has 25 offices and $789 million in assets in metro Atlanta, primarily Cobb County.
 "We look forward to welcoming Barnett's customers to Bank South -- Atlanta's and Georgia's bank," said Metz. "They'll be doing business with a bank where decisions are made right here, and they'll join the thousands of current Bank South customers who enjoy the unique advantages of our convenient delivery systems."
 Bank South is a $4.3 billion banking company with offices throughout metro Atlanta, Macon, Savannah, Waycross and other Georgia communities.
 -0- 4/26/93
 /CONTACT: Bo Spalding of Bank South, 404-529-4238/
 (BKSO)


CO: Bank South Corporation ST: Georgia IN: FIN ADV SU: PDT

RA-BN -- AT011 -- 0661 04/26/93 12:08 EDT
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Publication:PR Newswire
Date:Apr 26, 1993
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