FleetBoston Financial on Oct. 12 launched its first TV branding campaign following the merger of Fleet Financial Group and BankBoston. Three 30-second commercials from Hill, Holliday, Boston, break on NBC's Thursday night lineup in the Boston, New York and Providence, R.I., markets. FleetBoston will sink $30 million into the campaign over three months, with $20 million of that going to the New York market alone. One spot promotes the online Fleet HomeLink. The advertising is themed "Forward. Thinking."
Copyright October 2000, Crain Communications Inc.