Special Valentine's Day promotions.

• Position: Direct Mail - Brief article

Institution: Carolina Premier Bank, Charlotte, N.C.

Asset size: $ 157 million

Agency: Saturday Brand Communications, Charlotte, N.C.

The bank prides itself on taking distinctive marketing approaches. In this case, it took two unusual approaches for Valentine's Day marketing.

The first promotion involved a direct mail campaign tied into Valentine's Day. The cards appeared to be vintage Valentine's greetings, but instead of syrupy sweet copy, the messages were tweaked to read as big bank break up cards. Recipients were sent three of these "anti-Valentine's Day" cards. Recipients were asked to use the cards in the event that they were in a "bad bank" relationship, and were instructed to call Carolina Premier to discover a...