Michigan credit unions play up sports connection in new ad

PLYMOUTH, Mich. – Credit unions here have set their marketing sights on sports fans of all ages. For example, Detroit Red Wing hockey fans will once again be learning about credit unions while catching up on games. Southeast Michigan Credit Union Marketing Alliance has opted to sponsor the Inside the Locker Room pre-game show featuring Detroit Head Coach Dave Lewis and Red Wing play-by play broadcaster Ken Kal. As part of the agreement 60-second spots promoting credit union offerings such as home equity loans and credit cards, will air during each game on radio station WXYT-AM and the statewide Red Wing radio network, which includes some 30 stations across Michigan and two in Ontario. “The Red Wings are already off to a good start so there’s sure to be a lot of excitement building as Detroit defends the Stanley Cup through the regular season and then into the playoffs,” said SEM CUMA Chair Joe Lueck of Telcom CU. “We hope to be running these ads right into June and end with another Stanley Cup championship for the Wings.” The Red Wing radio buy is just one of several SEM CUMA advertising efforts targeting sports fans. The marketing arsenal involves another sponsorship package that includes 200 ads and commercial mentions from October 15 to December 15 on Detroit’s WWJ-AM; a full-season sponsorship of the NFL’s Detroit Lions radio broadcasts; and season-long sponsorship of the NBA’s Detroit Pistons radio broadcasts. In addition, SEM CUMA also purchased 100 billboards throughout southeast Michigan last month promoting credit unions in conjunction with the cooperative Michigan CUMA and Michigan Credit Union League billboard campaign. “Once again this is a great buy for credit unions,” said Lueck. “The broadcasts draw an excellent demographic and a big listening audience, not only in Metro Detroit but across the state. So, even though this is a Southeast Michigan ad buy, our presence on the statewide radio network means that credit unions everywhere in Michigan will benefit.”