PCUA's 2004 SNAP Campaign Set to Start with New Features

HARRISBURG, Pa. – For the month of October and part of November, consumers driving on the roads and highways around Pennsylvania or tuning in the radio or TV will have a hard time missing the billboard, radio and television ads designed by the Pennsylvania Credit Union Association for its 2004 Statewide Network of Advertising in Pennsylvania (SNAP) campaign. More than 225 billboards will be on display around the state as part of the campaign. In addition, more than 2,500 radio and TV spots will support the outdoor message in various major media markets. The ads invite viewers to visit the Association’s consumer Web site, www.PaCreditUnions.com which they can use to find a credit union they’re eligible to join through the “CU Match Up” program. Previous years’ SNAP campaigns only featured billboard advertising, but this year’s campaign adds the television and radio media to the mix. In addition, earlier campaigns only used one billboard artwork design, but this year’s billboard artwork features three different designs – a young graduate, a woman being handed car keys, and a family of four at the front door of their house. All of the ads include the same message – “Use a Credit Union – The Smarter Choice!” PCUA made the design change, explained SVP Communications and Marketing Mike Wishnow, because some of the larger markets such as Harrisburg and suburban Philadelphia are in close proximity to each other, so people were driving by and seeing the same billboard design. Now as they drive past the billboards, they’ll see three different images. The three outdoor billboard designs will rotate among the six major markets in the state: “HLLY” (Harrisburg/Lancaster/ Lebanon/York, Philadelphia, Pittsburgh, Allentown/ Bethlahem/ Easton, Wilkes Barre/Scranton, and Redding. In addition, the TV ads will also be broadcast in those six markets, as well as on Traffax radio . Six markets – Johnstown/Altoona, Erie, Williamsport, Bradford/ Warren, the Poconos, and State College – will only have the billboard advertising. Wishnow said the ads were designed by the Pennsylvania Credit Union Association with assistance from a media buyer. In addition to the 225 billboards, Wishnow said PCUA is hoping to get another 50-75 or more bonus boards. “If we have enough boards we could wind up with up to 400 billboard displays,” said Wishow. -