Washington CUs’ Radio Spots: ‘What’s In It For Me?’

WASHINGTON – Capital-area radio stations will begin airing a series of upbeat commercials this fall targeting so-called Gen Y consumers and focusing on the credit union difference. The long range campaign–up to three years–will allow for the establishment of a credit union brand in the Capitol region. Tagged “What’s In It For Me?” the radio ads will drive listeners to a companion website that explains the credit union difference and helps them locate a CU in their neighborhood. Unlike the ad campaign by Maine credit unions proclaiming ‘I Save,’ or Pennsylvania credit unions’ ‘Where iBelong,’ this campaign will try to explain to consumers exactly how they might benefit from credit union membership. Consumer response to the campaign will be tracked as it progresses. The ads, to air in the Baltimore and Washington, D.C., markets, are being coordinated by the Maryland/DC CU Association.