Riverside's County CU Now Altura CU

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The $625-million Riverside County's Credit Union is changing its name effective Oct. 1 to Altura Credit Union. "We took pride in our name, but we simply outgrew it," said CEO Mark Hawkins, referring to its FOM expansion beyond Riverside County.

The new name, pronounced Pronounced "all-TOUR-ah," is being accompanied by new design elements designed to reflect the water, agriculture and mountains of the Southern California communities it serves. In conjunction with this name change and new brand identity, Altura CU is changing the names of two of its affiliate companies. Anthem Insurance is now Patrion Insurance Services, and RCCU Mortgage is now Patrion Mortgage.

The name change was overseen by Denver-based Monigle Associates.

A new ad campaign, including print advertising, radio spots and billboards, began Oct. 4 to build awareness of the new name. The advertising was developed by AdWorks Advertising of Redlands, Calif. The CU also has a new website at www.Alturacu.com.

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