Texas Bank wins recognition for 'Free Checking' direct mail campaign.

• Position: Marketing News - Frost Bank - Brief article

A regional Texas institution, Frost Bank (assets: $13.2 billion; 100 locations) of San Antonio has won an award for one of its direct mail campaigns in a contest usually dominated by large international banks and brokerages, such as Citibank and Fidelity Investments.

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The bank received the silver award in the category of "Consumer Retail: Direct Mail Single," in the 13th Annual Financial Communications Society (FCS) Portfolio Awards, New York.

The objective of the four-month "Free Checking" campaign was to generate deposits via free checking account openings. The campaign targeted prospective customers and current customers without checking accounts The direct mail...