JERSEY CITY CSFBdirect, the online brokerage unit of Credit Suisse First Boston Corp., unveiled a new ad campaign over the weekend aimed at promoting direct investing.
The new branding campaign will run on TV, radio, print, and online. It aims to change the perception that online trading is associated with trading speculative stocks, and to show investors that they can make long-term investment decisions over the Internet, said Debra Isenberg, the chief marketing officer for the company.
CSFBdirect wants to show investors that they have more access and more information to make informed decisions, she said. The campaign, which is set to run until the end of the year, comes as brokers rein in marketing and other expenses because of a major falloff in trading volume.
The campaign will kick off with TV spots during the remainder of the U.S. Open tennis tournament.
The campaign is costing $10 million to $15 million and was created by Messner, Vetere, Berger, McNamee, Schmetterer/Euro RSCG in New York.