Sovereign Bank readies new marketing push
Sovereign Bank plans to kick off a spring marketing offensive Sunday with newspaper ads that tell consumers how they can get $150 in incentives for opening a premier checking account.
The underlying theme of the campaign is "getting more" because Sovereign wants Boston's business more, said Partners + Simons, Sovereign's Boston-based advertising agency, which added that $150 is the largest incentive that Sovereign has ever offered.
The campaign will also later feature radio and TV ads as well as swarms of Segway riders swooping into such locations as North Station and South Station to blanket the area as they hand out magnet clips with promotional flyers, the agency said.
Plans also call for the Segway marketers to be on hand for the Red Sox home owner at Fenway Park, Partners + Simons said.
Sovereign TV ads in the Boston area will again feature Jerry Remy, a Red Sox announcer on NESN and a former Red Sox player, as well as the tag-line that Sovereign debuted two year's ago, "Sovereign Bank: America's neighborhood bank," the ad agency said.
Newspaper ads are set to appear in The Boston Globe and the Boston Herald as well as in other area newspapers, the ad agency said.
With 750 branches and 2,300 ATM's in the Northeast, Sovereign Bank is part of Sovereign Bancorp Inc., a holding company based in Pennsylvania.
(By Chris Reidy, Globe staff)
