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Eastern Bank launches new “Teamwork” marketing campaign

Football theme illustrates teamwork’s value to Eastern Bank’s customers

BOSTON, Sept. 14, 2009 – Eastern Bank unveiled a new marketing campaign aimed at increasing brand awareness and differentiating itself from competitors by illustrating the importance of teamwork and how it benefits its customers, the bank announced today.

The “Teamwork” campaign references Eastern Bank’s abilities to meet the varied needs of its customers through an array of banking, investment and insurance services.  “Teamwork” also references the approach its employees take when working with customers.

“We at Eastern Bank believe there are things we can accomplish together that our customers could never do alone,” said Richard E. Holbrook, chairman and chief executive officer of Eastern Bank.  “That really summarizes the message behind the campaign, which is completely consistent with our approach to providing superior customer service and expertise.”

Eastern Bank is using a football theme to illustrate the importance of teamwork in a 12-week marketing campaign that will feature a television commercial, radio commercials, highway billboards, online advertising and newspaper ads.  The football theme will also be carried in posters throughout Eastern Bank’s more than 80 branch locations.  The campaign was developed with the bank’s advertising agency, Conover Tuttle Pace of Boston.

In addition, the bank leveraged social media in its campaign, establishing Facebook and YouTube pages, and an online blog (www.easternbank.com/teamwork) that hosted a multimedia contest among high school football teams to be featured in its next television commercial. It also promoted the campaign using LinkedIn, a popular social networking site for professionals.

The 30-second television ad features Everett High School, which won the contest to appear in the commercial.  The commercial was unveiled this morning to more than 1,000 Everett High students and faculty, many of whom appear in the spot.  During the presentation, Holbrook was joined on stage by former New England Patriots wide receiver Troy Brown, whose career was defined by his willingness to do whatever the team needed.  The commercial will air publicly tonight during the Buffalo-New England football game and will appear on all local TV stations during the campaign.

All other advertising will be unveiled over the next two weeks, as Eastern Bank launches its most aggressive marketing campaign in three years. In addition to building brand awareness and winning new customers, the campaign seeks to affirm the decision of the 400,000 people and businesses across Massachusetts who already do business with the bank, its wealth management division or its insurance agency, Natick-based Eastern Insurance.

“In these times, people and businesses need reassurance that there is a local financial services company that has the capacity and desire to meet all of their financial service needs,” Holbrook said.  “Over the past year, we’ve been steadily gaining new customers.  We hope this campaign will accelerate that growth.”


About Eastern Bank
Founded in 1818 and based in Boston, Eastern Bank is the largest independent and mutually owned bank in New England, with almost $7.0 billion in assets and more than 80 branches serving communities from the Merrimack Valley to Cape Cod.  Eastern Bank offers banking, investments and insurance all under one roof, and prides itself on working harder to understand its customers’ needs so it can deliver these services in a committed and personal way.  Eastern Bank includes Eastern Wealth Management, Eastern Insurance and Fantini & Gorga, a real estate advisory firm.