TUCSON, AZ (June 7, 2021) — Seizing on increasing public dissatisfaction with big, national banks, Tucson-based Vantage West Credit Union unveiled a new ad campaign that features prominent community members and establishments to show the power of banking locally.
In their latest commercial, Vantage West collaborated with more than 30 Arizona businesses and artists to showcase the state’s diverse economy and demonstrate the role local financial institutions play in keeping communities strong. “Not a Bank” features “Easter eggs” hidden throughout the ad that highlight local businesses, giving a nod to the local ownership that characterizes credit unions like Vantage West and sets them apart from the big banks.
An anti-big bank sentiment and preference for local financial institutions like credit unions, has been growing for years following the 2008 recession and a number of high-profile scandals involving some of the largest national banks. Meanwhile, trust has held firm for local credit unions, which are generally viewed as better providers of service, loan terms, and community connection. With “Not a Bank,” Vantage West aims to differentiate itself from the impersonal, “profit-at-all-cost” image of the big banks by demonstrating their commitment to the community’s financial well-being.
“We wanted to create a piece that was equal parts entertaining and informative,” says Malcolm Critcher, director of the “Not a Bank” spot. “It actively prompts the viewer to question the narrative national banks use in advertising, while helping to demonstrate how a credit union is fundamentally a different approach to managing your money.”
“We noticed many banks are trying their best to create a community feel in their ads in an attempt to counter the big business perception surrounding them” said Luis Soto, Marketing Manager at Vantage West Credit Union. “What’s special about our campaign is it subverts that theme in a way that is very authentic to us.”
Vantage West also used this opportunity to highlight other community-based businesses, who, like local financial institutions, play a key role in keeping our local communities strong and thriving. Watch the campaign video to see the featured local brands at WereNotABank.com.
Vantage West is one of the largest credit unions in Arizona. Established in 1955 to serve personnel at Davis-Monthan Air Force Base, the credit union has expanded to serve Members in Pima, Pinal, Maricopa, and Cochise Counties. Vantage West offers consumer and business banking services and is federally insured by NCUA. Learn more at www.vantagewest.org. .
MEDIA CONTACT: Martin.Casarez@VantageWest.org
