Something for everybody: vacation package incentives that include new customers, existing customers ... even employees.

• Position: New Products

Afraid to offer an incentive to new customers because you think you might antagonize existing ones? bank in Wisconsin earlier this year offered a vacation package to new ix)me equity loan customers (minimum of $10,000) and also made it possible for existing customers to participate with relative ease in the promotion.

Employees also were included. By encouraging customers to sign up for loans, employees earned points toward obtaining a similar vacation package themselves.

The promotion was conducted at the Madison branch of Anchor Bank (assets: S4.4 billion; 60 locations), Madison, Wise. The bank teamed up with Motivation Advantage, a travel incentive company Located in Tampa, Fla., to organize the promotion.

The branch offered vacation getaway packages as a "thank you" for customers choosing that particular branch for their loan.

The spring promotion ran in March and April, "right before weather warms up and people start to think about doing that remodeling project or purchasing a new car using an equity loan, or taking a vacation or paying for college for their kids," remarks Emily Campbell, the bank's assistant vice president of marketing.

"A lot of people ale looking for loans anyway and they are just trying to make the decision on where they are going to get the best deals," says Campbell "If that (vacation package) made them choose us over the competitor, that's great. When they use it and make those family memories, they think of us again and that's even better for us and our relationship we ale building with them as a customer:"

Motivation Advantage offers hotel and cruise incentive packages. The bank selected the Fun Advantage, a 3-day/2-night package.

The package features over 100 hotel and resort destinations for...