In an unconventional bid for new business, Eastern Bank Corp. of Lynn, Mass., is using television to tell affluent viewers it wants their trust money.

Eastern, a $2.6 billion-asset mutual bank holding company, is airing the ads along with spots for commercial banking and electronic retail banking on six network affiliates in Boston during news and sports programs. The six-week campaign will run until early November, with TV spots appearing an average of 73 times per week.

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