Legacy supports the arts

An integrated marketing campaign for Legacy Banks’ Smart Banking program launched this week, according to the bank’s agency of record and campaign creators, Smith & Jones. The campaign promotes the ‘cultural benefits’ of Smart Banking, including discounts to cultural events when purchased with the program’s debit card. Campaign elements include social media, banner advertising with behavioral retargeting, outdoor and print advertising as part of a larger brand-building effort to help the bank meet its aggressive growth goals.

“For over a century, Legacy Banks has supported arts organizations in the community,” says Smith & Jones’ Chief Thinker, Mark Shipley. “Now, the bank is formalizing those affiliations by linking their Smart Banking product to discount offers from some of the area’s finest cultural venues. We saw this as a perfect opportunity to raise awareness of local arts organizations, as well as the bank’s important role in the community.”

The campaign communicates that “Smart customers get more out of life with Smart Banking.” Shipley explains, “When you become a Smart Banking customer at Legacy, you get special discounts to cultural organizations throughout the Berkshires, including up to 50% off of shows at the Barrington Stage Company, The Colonial Theatre, Bershire Theatre Festival and Hancock Shaker Village.”

About Legacy Banks

Headquartered in Pittsfield, Massachusetts, Legacy Banks offers personal banking, including their newly developed Smart Banking Relationship Program and Mortgage Lending, as well as Commercial Services, Insurance, Investments, Portfolio Management, and Online Services. Legacy employs 192 people and operates 18 offices throughout Berkshire County, Massachusetts and eastern New York, as well as a Loan Production Office in Colonie, New York. Those interested in learning more, may call Legacy at 800-292-6634 or visit www.LegacyBanks.com.

About Smith & Jones

Smith & Jones is an advertising agency that specializes in moving brands upmarket. We develop identity programs to give brands a competitive advantage and integrated marketing campaigns that inspire brand advocacy.

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