Meridian Credit Union breaks first ad campaign
By Adnews Staff
Meridian Credit Union has begun an advertising campaign intended to introduce its brand to Ontario consumers in markets outside of Toronto. The company, formed in April through the merger of the Niagara Credit Union and the HEPCOE Credit Union, has 43 branches in the Niagara peninsula and central Ontario. The campaign, called "Start a Revolution of One," is aimed at younger adults aged 18 to 35 who are dissatisfied with the service of large financial institutions. The creative promotes the company's personalized financial coaching and local decision-making on loans and mortgages. The campaign includes radio, print, outdoor and Internet advertising, along with public and media relations. The ads direct consumers to a website at <http://www.revolutionofone.ca> to complete a questionnaire that will determine whether their financial lives are "real or unreal." "Many of the communities we are targeting with this campaign are among the most rapidly growing in Ontario. They represent a major new market that can be reached very cost-effectively," said Randy Weyersberg, chief marketing and communications officer at Meridian. The campaign is being conducted by OEB of Toronto.