Coastway Community Bank

Marketing Campaign


Building on a successful rebranding campaign we completed two years prior, Coastway sought to evolve their marketing materials with a strong position as a hyper-local industry leader, one that kept members’ money in Rhode Island and differentiated them from their multi-national competitors.


We developed a campaign that focused on the message: Coastway is the place for your commercial and personal banking needs. The campaign theme, “Money that stays here, grows here,” challenged those banks that claim to be local, but are headquartered outside the United States. Posing the question, “Do you know where your money goes?” the spots prompt viewers to ask themselves what happens to their money after they make a deposit.

Both TV spots were nominated for "Outstanding Commercial" by the New England Emmy Awards (the winner that year was another spot we created, “Recycle Together”).

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