New branch promotion.

• Position: IDEA BANK - Jewett City Savings Bank signed deal with Sundin Associates - Brief article

Take a Walk

Institution: Jewett City Savings Bank, Plainfield, Conn.

Asset size: $243 million

Agency: Sundin Associates, Natick, Mass.

When the savings bank opened a new branch just steps from its former location, the bank wanted an advertising campaign to encourage customers to take a short walk to the new site--as well as to invite neighbors and prospects to check out the new, state-of-the-art office.

The agency created a wellness-themed campaign, communicated across multiple channels, designed to promote the bank's commitment to the "health" of the community and local economy, as well as "help neighbors get physically and fiscally fit."

The community-centric promotions were communicated through billboards, print and email newsletters, print advertisements, in-branch signage and on social media.

Physical fitness oriented prizes were given away to visitors of the branch during a week-long grand opening celebration. In addition, the bank committed to donate $1 (up to $1,000 total) for every special running shoe cutout returned to the branch to the benefit local recreation department. The shoe...