In Brief: Bank One Ad Blitz To Push Net Banking

Bank One Corp. will launch a multimedia advertising campaign next week to sell on-line banking to a mass audience.

Bruce Luecke, president of interactive delivery services for the Bank One retail group, said Wednesday that television ads and other promotions in major markets will be supplemented by a Bank One Technology Mobile, a large van with "bankone.com" emblazoned on its side.

Speaking to the American Banker Online '99 conference, Mr. Luecke said Bank One is taking it upon itself to "popularize on-line banking by giving as many people as we can a chance to experience the concept firsthand."

The aim is to "get the public as comfortable with on-line banking as they are with automated teller machines," the executive said.

The van amounts to "taking our bankone.com story on the road" with computer terminals and human demonstrators, he added. It is currently on its way to Mile High Stadium in Denver, which Mr. Luecke said is one of four Bank One markets where advertising will break next week. He would not reveal the other three areas, or the two non-Bank One market regions also on the schedule.

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