ELVIS SPOTTED IN WESTERN U.S.

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Elvis is being spotted all over California! Not that Elvis, but one Elvis Schmiedekamp,
ElvisSchmiedekamp storms the west for his bank.
actually senior vice president, customer service for Cal Fed Bank, who is touting the bank's customer service.

In a teaser campaign running on billboards and in radio ads throughoutCalifornia and in other Western states such as Nevada and Utah, Elvis was reported to be "listening" and to want "you to be happy." In the second phase of the campaign, starting next week, he will be revealed as someone who "personifies everything the bank is about," said Bill Gross, group account director, Suissa Miller, Los Angeles. "He embodies their values and represents what they do for customers."

The new campaign follows last year's TV effort, tagged "You have morepower than you think," in which the bank was repositioned with a customer service emphasis. A TV branding effort featuring clips of a tugboat pulling a ship and elderly dancers in a studio was tagged "You have more power than you think." Spending on that effort was estimated at $15 million. Spending on the new campaign is undetermined.

Copyright March 2001, Crain Communications Inc.

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