In an aggressive new bid to reach Gen X, the League of Southeastern Credit Unions announced this week it is launching a $2.1 million image campaign next April under the tagline, "Credit Unions, We're Giving Banking a Better Name."

League officials said the multi-media blitz including TV, radio, billboards and social vehicles and paid for with "fair share" contributions of the 309 members in Florida and Alabama is not anti-bank but contains messaging that CUs are better alternatives.

The ads, which also will hit on the CU difference, has been in the works since last January with creative content being produced by Scout Branding Co. of Birmingham.

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Marketing