CHARLOTTE, N.C., Feb. 22 /PRNewswire/ -- Bank of America today announced "Bank of Opportunity," the theme of its new brand positioning. Supported by the bank's largest advertising campaign to date, which will debut during ABC's telecast of the 79th Academy Awards(R), the new brand positioning reflects Bank of America's unique role in helping individuals, businesses and communities around the world realize opportunities to achieve their goals.
(Logo: http://www.newscom.com/cgi-bin/prnh/20050720/CLW086LOGO-b )
"We see the opportunities that our customers see, and our ability to help them realize those opportunities defines our success," said Kenneth D. Lewis, chairman and chief executive officer, Bank of America. "Bank of Opportunity articulates a powerful value proposition that acknowledges our unique ability to understand and anticipate customer needs, to develop products and services that meet those needs and then to deliver for the customer better than any other financial institution in the country."
Providing Opportunity to All Customers
The new brand positioning reflects Bank of America's business strengths and global presence, highlighting the company's unmatched ability for enabling all its customers to achieve their goals - from buying a first home to planning for retirement, from starting a business to expanding into new markets.
For the more than 55 million consumers and small businesses it serves, Bank of America continues to develop new customer-inspired solutions such as the Keep the Change(TM) savings program (http://newsroom.bankofamerica.com/index.php?s=press_kit&item=16), the Business 24/7(TM) (http://newsroom.bankofamerica.com/index.php?s=press_releases&item=7442) portfolio for small businesses and the free ($0) online equity trade offering (http://newsroom.bankofamerica.com/index.php?s=press_kit&item=62).
For corporate clients, Bank of America plays a leading role in many of the world's largest transactions - including the two largest leveraged buyouts in history - reflecting world-class corporate banking resources and expertise that help businesses grow and prosper.
As a leading community partner, Bank of America's 10-year $750 billion community lending and investment goal (http://www.bankofamerica.com/state.cgi?section=generic&update=&cookiecheck=ye s&destination=nba/community/index.cfm?template=cdb_threefiftybillionni) and $1.5 billion philanthropic commitment inspire new economic opportunities that help communities nationwide grow stronger and more vibrant.
"'Bank of Opportunity' is the natural progression of our brand, and reflects how our heritage and our strong competitive position drive what we do today," said Anne M. Finucane, chief marketing officer, Bank of America. "It speaks to all of our businesses and capabilities, and how we are positioned to serve our customers today, and into the future."
Launching the Campaign
Bank of America will support its new brand positioning through an integrated marketing campaign, which includes a mix of national and local television, radio, print, online and outdoor advertising. The initial series of TV ads will premiere prior to, and during the ABC telecast of the Academy Awards on Sunday, February 25. The first spot, entitled "Windows of Opportunity" (:60/:30), creatively uses Bank of America's "Flagscape" symbol as a window through which a series of individuals envision Bank of America helping each of them to realize their opportunities. The new campaign also will include TV ads featuring Bank of America's home equity product (http://www.bankofamerica.com/state.cgi?section=generic&update=&cookiecheck=ye s&destination=nba/loansandhomes/index.cfm?template=lc_home_equity_loc) and Keep the Change(TM) savings program.
In the coming weeks, Bank of America will introduce additional ads featuring select products and services that will run during multiple primetime network programming and in prominent publications.
An integrated team of Omnicom Group agencies, led by BBDO-New York, worked with Bank of America to develop the "Bank of Opportunity" brand positioning and campaign.
Bringing Opportunity to Life
To celebrate the new brand positioning, Bank of America will help consumers in 15 U.S. cities "wake up to opportunity" on February 26 by providing coupons good for one cup of coffee from a variety of retailers. These include: Au Bon Pain(R), Bruegger's(R), Dunkin' Donuts(R), Einstein Bros. Bagels(R), Gloria Jean's Coffees(R), Great Harvest Bread Co.(R), Noah's(R) and The Coffee Bean(R). Coupons will be available in Bank of America's retail banking centers in Atlanta, Boston, Charlotte, Chicago, Dallas, Houston, Los Angeles, Miami, New York, Philadelphia, Phoenix, San Diego, San Francisco, Seattle and Washington, D.C.
In select markets, notable individuals who exemplify "opportunity" will join teams of Bank of America associates to distribute hot cups of coffee to consumers. These individuals include: former Boston Red Sox catcher Carlton Fisk; former New York Yankees outfielder Dave Winfield; former Washington Redskins defensive back Darrel Greene; former Chicago Cubs outfielder Andre Dawson; former Philadelphia Phillies first baseman John Kruk; former San Francisco Giants first baseman J.T. Snow; and former Boston Celtics guard and CIAA alum Sam Jones.
Over the coming weeks and months, Bank of America will deploy additional elements designed to demonstrate "opportunity" and bring the new brand positioning to life for customers, associates, shareholders and communities. These elements include:
-- Major Charitable Grants - In key markets across the U.S., Bank of
America will announce significant charitable donations to address the
most critical needs of those communities. In 2007, Bank of America
will donate more than $200 million to nonprofit organizations serving
the needs of the neighborhoods where we operate.
-- Opportunity Forecast - Bank of America has commissioned a
comprehensive national survey to examine opportunities people see for
themselves, their families, their businesses and their communities.
Findings will be released in the spring.
Bank of America
Bank of America is one of the world's largest financial institutions, serving individual consumers, small and middle market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk-management products and services. The company provides unmatched convenience in the United States, serving more than 55 million consumer and small business relationships with more than 5,700 retail banking offices, through more than 17,000 ATMs and award-winning online banking with more than 21 million active users. Bank of America is the No. 1 overall Small Business Administration (SBA) lender in the United States and the No. 1 SBA lender to minority-owned small businesses. The company serves clients in 175 countries and has relationships with 98 percent of the U.S. Fortune 500 companies and 80 percent of the Global Fortune 500. Bank of America Corporation stock (NYSE:BAC)
is listed on the New York Stock Exchange. Bank of America, N.A. Member FDIC.
www.bankofamerica.com
