We know our customers.

• Position: ABAMN Financial Marketing Awards: Branding; Runner-Up; Asset Size: $1 Billion to $5 Billion - First Interstate Bank - Brief article

Branding; Runner-Up; Asset Size: $5 Billion

ABAMN Financial Marketing Awards

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Institution: First Interstate Bank, Billings, Mont.

To position itself as the "hometown" bank, First Interstate Bank several years ago introduced a new branding initiative. "Across Montana and Wyoming, it's our home too." In 2007, the bank rolled out a second phase of the campaign, "We know banking, and we know our customers," with a branding campaign focused on broadcast.

The bank produced a new line of television and radio commercials that were filmed and recorded in Montana. These ads feature custom music and humor to portray the unique experience of living and working in Montana and Wyoming.

Some of the ad topics: seasons--which at times can be extreme--outdoor recreation, the family small business, tourist and national parks, huckleberry pies and chili...