Bank links extended hours to special offers.

• Position: Ideas That Work - Brief Article

Last May, the Bank of New Hampshire, Manchester, N.H., decided to extend the hours of all 69 branch locations on Thursdays from 7 a.m. to 7 p.m.

To promote the "Overtime Thursdays 7-to-7" hours, the bank (which is a division of Banknorth, N.A., Portland, Maine) featured special promotions available only on that day--and all involving a double "7" in some way. During May, for example, the bank gave a free $77 Banknorth VISA gift card to every customer who closed on a home equity loan or line of credit.

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