RALEIGH, N.C., Sept. 20, 2013 (GLOBE NEWSWIRE) -- North Carolina-based First Citizens Bank has unveiled an aggressive new advertising campaign that features a new brand look, a new brand line and a new take on the company's logo.
A photo accompanying this release is available at http://www.globenewswire.com/newsroom/prs/?pkgid=21080
Launching today, the branding initiative will roll out across the bank's entire territory, covering 17 states and the District of Columbia. The advertising launches today in the Triangle (Raleigh-Durham-Chapel Hill) and greater Charlotte areas and includes new television and radio commercials as well as new print, online and outdoor advertising.
The campaign represents the 115 year-old bank's first major advertising push in more than a decade.
"Over the years, First Citizens has done business in a way that puts our customers first," said Frank B. Holding Jr., First Citizens Bank's chairman and chief executive officer. "At the same time, the kind of business we do has grown. It's time we shared our story with the people and businesses looking for our kind of bank."
The new First Citizens look features a fresh take on the corporate logo. The new logo reimagines the classic "FC" flag icon and introduces a new brand line, "Forever First.SM"
"Forever First is our shorthand for two important elements that define the First Citizens experience," explained Holding. "One is our longevity and stability. The other is the deep customer relationships we're known for. Forever First is a way of reminding our customers, associates and communities of the values and qualities this bank has always stood for."
The new look and campaign were created by Factory, a Michigan-based advertising agency. Mark Lantz, the agency's founder and executive creative director, was one of the creators of the celebrated Pure Michigan tourism brand and campaign. He's been working with First Citizens since July 2012 to develop the new brand platform and campaign.
"We reached out to Mark because we wanted a different kind of advertising than you usually see from large banks," said Barbara Thompson, senior vice president and manager, corporate communications and brand marketing. "Something a lot closer to real life and the real values that influence the decisions people make about their money. As we say in our commercials, money isn't everything, but so much depends on what you do with your money."
Kicking off the campaign are three new television commercials shot in the Charlotte area this summer: First Love, about a boy with a dream he saves up his whole life to reach; A Dog's Life, about a woman who finds special inspiration to build her own business; and Together, about a father working hard to stay connected to his teenage daughter. The commercials were produced by Los Angeles-based Bully Pictures and directed by award-winning filmmaker Jeffrey DeChausse.
The new brand look and campaign also feature the work of internationally renowned — and Raleigh-based — photographer Jimmy Williams. Williams' pictures will tie together print advertising, billboards, brochures, branch signage and more.
"Jimmy's work is beautiful and wonderfully human," Thompson said. "He finds great dignity in everyday life. As soon as we saw his work, we knew he was the photographer to help us tell our story."
The campaign also introduces two new offerings from First Citizens Bank:
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"Your Family First," a special package to help families simplify and manage their finances. It includes a First Citizens Together CardSM account that helps teach children how to take care of their money while allowing parents to monitor spending.
- "Your Venture First," a package with a variety of products to meet the specific needs of small businesses. It includes tools to manage cash flow and make and accept payments.
(The commercials can be viewed at firstcitizens.com/youtube or www.firstcitizens.com/foreverfirst.)
Founded in 1898, First Citizens Bank serves clients at 400 offices. The bank is a major subsidiary of First Citizens BancShares Inc. (Nasdaq:FCNCA), which has $21 billion in assets. Forbes named BancShares as one of the top 20 banks in its 2013 Best Banks in America list.
Headquartered in Raleigh, N.C., First Citizens Bank is the recipient of multiple national awards for customer satisfaction and overall stability and security. First Citizens was named the best midsize regional bank in the country in the MONEY® Best Banks 2012 list.* The bank has gained a five-star superior ranking from independent bank rating firm BauerFinancial Inc. of Coral Gables, Fla. For more information about First Citizens Bank, call toll free 1-888-FC DIRECT (1-888-323-4732) or visit firstcitizens.com.
With offices in downtown Royal Oak, Mich., Factory is a new independent advertising agency founded by Mark Lantz, formerly Chief Strategy Officer at McCann Erickson Detroit and one of the creators of the Pure Michigan tourism brand and campaign, in partnership with Greg Sieck, formerly Vice President Brand and Advertising at Intel. For more information call 248-225-9688.
*From MONEY Magazine, October 2012 © 2012 Time Inc. MONEY is a registered trademark of Time Inc. and is used under license. MONEY and Time Inc are not affiliated with, and do not endorse products or services of, Licensee.
