Beach basics.

• Position: Ideas That Work - Banknorth Group gave customers who opened a deposit account their choice of free beach umbrella, beach chair or cooler - Brief Article

Banknorth Group, Portland, Maine, gave customers who opened a deposit account their choice of a free beach umbrella, beach chair or cooler as part of a summer promotion entitled, "SimplyFree Beach Basics." "We wanted to create a promotion that gave customers a choice of gifts and multiple ways to win," says Barbara Bourgault of The VIA Group, the agency that created the campaign. "With a refer-a-friend component...