Bank of America Corp.'s U.S. Trust unit is embarking on a new advertising campaign aimed at ultra-high-net-worth investors.

The "What Is Worth?" campaign is an attempt to demonstrate to potential clients U.S. Trust's expertise in managing both their tangible and intangible assets.

The campaign, which officially began May 2 and will run through December, replaces "wealth management" with "worth management," a relatively subtle semantic distinction that U.S. Trust hopes will convince the very wealthy that it is not just after their money but also wants to be an integral part of their life, wealth and estate planning.

Follow-up ads are to expand on the tagline with "what is knowing your best interest is ours, as well, worth?" and "what is having intellectual capital committed to protecting yours worth?"

Both speak to U.S. Trust's core strengths as a fiduciary and investment manager, said Jean Fitzgerald, a managing director and the head of U.S. Trust's marketing.

"We spent a lot of time speaking to very wealthy clients about what's important to them and what's important about what we do," she said.

"We now have some very direct messages that speak specifically to this segment."

The "What Is Worth?" ad is to run in the New York Times Magazine, The New Yorker, Atlantic, Barron's, Worth magazine, FT Wealth and Architectural Digest, as well as online through the search engines and in the trade press that target centers of influence.

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