• by Tanya Gazdik , July 21, 2009

The campaign was soft-launched in Orlando, Fla., in April and the initial results have been positive, says Stacie Haas, the Cincinnati-based bank's vice president of public relations. The campaign will appear throughout the year in markets that are part of the bank's footprint: Orlando, Tampa, Ft. Myers and Naples, Fla.; Grand Rapids, Mich.; Indianapolis and Chicago.

"The programming we've offered in the Orlando market has been well received and attended," Haas tells Marketing Daily. "One of the primary goals of this campaign is to position Fifth Third Bank as a trusted advisor, and we expect to see that happen over time as we deepen relationships with our customers."

The theme, "Las cosas que hacemos por los suenos" or "The Things We Do for Dreams," is a part of the bank's overall marketing strategy and vision, Haas says, adding: "We are adapting those universal messages for the specific Hispanic market, which includes translation into Spanish."

The campaign combines advertising, community programming and public relations efforts. The bank has had previous Hispanic-aimed marketing, "but this campaign is a more comprehensive and concentrated effort than in years past," Haas says. "Partnering with The Vox Collective has helped raise our visibility in this area."

The ads will run in radio, print, out of home and online in Spanish language media. Part of the campaign is a series of financial workshops and television vignettes providing tips on how to best handle one's finances during the current economic climate and beyond. A comprehensive public relations push will support all initiatives.

The creative executions, from New York-based Vox, show variations of the "American Dream" such as owning a home or taking a family vacation, along with the Bank's tips regarding how to make those dreams a reality through proper financial planning.

An African-American-focused effort will be launched later this year, Haas says.