WORCESTER, Mass. -Digital Federal Credit Union's aggressive brand awareness campaign has scored a new high as the City of Worcester has granted the over $2.4 billion credit union naming rights to Worcester's Centrum Centre Arena and Convention Center Complex. As part of a $5.2 million, 10-year partnership, the facility will now be called DCU Center. "After seeing the success of naming rights relationships around the country we believed that this opportunity would be an effective tool for our long term brand awareness efforts," said DCU Vice President of Marketing/Strategic Planning Tim Garner. "This investment will also benefit the city of Worcester, providing a revenue stream that can be used to reinvest in the facility and the community." It's been quite a year for DCU. It launched its first television branding campaign, which urged consumers to "think beyond the bank"; started a loan promotion advertising media blitz; was named one of the "Best Small/Medium Companies to Work For" by the Society of Human Resource Management; and has played up the credit union's brand position as a consumer-friendly alternative to commercial banks. It's hoped that the latest strategy will further draw attention to DCU. In addition to a one-time, up-front payment of $4.8 million, DCU will pay for the design, construction and installation of five exterior facility identification signs and an interior kiosk at the main entrance of the Convention Center. DCU branded ATMs will also be placed both in the arena and convention center. As part of the deal, DCU will provide extensive marketing and promotional support for arena and convention center events, including cross-promotional opportunities on an ongoing basis with members via statement inserts and messaging, newsletters, Internet advertising and branch displays. Over the next 10 years, DCU will also have access to meeting facilities for member seminars; banquet facilities for employee gatherings; and use of the arena for fundraisers. DCU is the presenting sponsor for an upcoming Boston Pops Holiday Concert scheduled at the facility in December. Conversion to the new name is scheduled to be completed by December 31. The DCU Center will host approximately 400 events annually, including: concerts, sporting events, family entertainment, Worcester Ice Cats and trade shows. In 2004, the arena was listed fourth in the world by Billboard Magazine for arenas with a capacity of 10,000 to 15,000.