U.S. Trust, Bank of America Private Wealth Management, rolled out a new advertising campaign aimed at the ultra high-net-worth market on Sunday, May 2. The "What Is Worth?" ad campaign focuses on individuals and families seeking a private banking relationship to help them manage their tangible and intangible assets, the bank said in a statement.
Ads for the campaign, which will run through the end of 2010, will appear in print and online daily and weekly publications, including The New York Times Magazine, The New Yorker, The Atlantic, Barron's, Worth Magazine, FT Wealth and Architectural Digest, and a focused search engine effort will reinforce the campaign.
The theme is also prominent on U.S. Trust's Web site.
For the launch, the campaign uses the "What Is Worth?" construct to pose rhetorical questions about how individuals measure their worth. The statement said additional ads will be deployed later in the year with these questions developing the "worth" theme:
? What is "passing down some of your values as well as your assets" worth?
U.S. Trust's team of wealth management experts guides clients through the complexity of transferring wealth and values to the next generation.
? What is "knowing that your best interests are ours as well" worth?
As a fiduciary, U.S. Trust's team of wealth managers performs at the highest standard with their clients best interests in mind.
? What is "having intellectual capital committed to helping protect yours" worth?
U.S Trust's investment experts and chief investment officer analyze investment trends to help clients build a portfolio that meets their specific risk tolerance and wealth management needs.
According to the statement, an integrated team of agencies, led by Hill Holliday, worked with Bank of America to develop the new ad campaign.