NationsBank is getting ready to unleash a big media campaign that will push nothing but its name.
Taking a cue from Coke, Reebok, and other consumer marketing giants, the country's fifth-largest bank company has designed commercials aimed at building its "brand" image rather than individual products and services.
The campaign, set to debut Sept. 1 3. will portray the southeastern banking behemoth as a one-stop financial shopping center.
Brad C. Iversen, executive vice president of marketing at the bank, declined to estimate the cost of the campaign, which was designed by Temerlin McClain of Dallas. The commercials will air in TV markets from Maryland to Texas, and feature bank employees.
The ads, which will run through the end of this year, will be seen during high-profile sports events such as Atlantic Coast Conference college basketball games and Southwest conference football games, Mr. Iversen said. The sports focus is designed to mesh with the bank's sponsorship of the 1994 and 1996 Olympics.
NationsBank briefly ran an image campaign in the spring of 1992 after it adopted the new name, but quickly shifted into product areas aimed at building consumer loan volume.