Bank campaign builds on the opening of a shopping center across the street: a Connecticut savings bank recently developed a marketing campaign that leveraged the opening of a nearby shopping center.

• Position: Marketing News - Jewett City Savings Bank - Brief article

The campaign, entitled "In the Bag" was used by Jewett City Savings Bank (assets: $203 million), Jewett City, Conn., last summer at its Dayville office.

The bank promoted a premium savings account and publicized CD rates while offering gift cards to all persons who opened new accounts. The campaign highlight was an opportunity to enter a drawing for a $500 gift card for the grocery store (Stop & Shop) that anchored the new shopping center located across the street from the Dayville branch. All branch visitors received a free grocery tote.

To capture the attention of motorists heading for the shopping center, the bank's agency, Sundin and Associates, Natick, Mass., designed a...