First National Bank of Omaha campaign includes a Spanish-language TV spot.

• Position: Marketing News

First National Bank of Omaha (assets: $9.2 billion) recently launched a new multimedia advertising campaign that included a Spanish-language component--an example of the growing importance of the Hispanic demographic.

The campaign, entitled "Journey," is designed to show that the bank partners with its customers to help then) achieve their goals. "Journey is customer-centric and demonstrates First National Bank's commitment to the customer," says Stephen Zubrod, vice president, corporate marketing. The bank is headquartered in Omaha, Neb.

The campaign features the tag line, "First National Bank: One with You," and includes four television spots: three in English and one in Spanish. The initial spots focus on a journey through college, a...