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SunTrust Bank Launches New Branding Effort; Customer Service at Helm of 'Unexpected' Campaign

Mar 6, 2001

On Sunday, March 11, SunTrust Banks, Inc. will launch a new integrated branding campaign designed to distinguish the bank from both large and small bank competitors. The campaign includes print, radio and TV broadcast advertising in key markets, including Alabama, District of Columbia, Florida, Georgia, Maryland, Tennessee and Virginia. The campaign also marks the debut of a newly designed marketing logo.

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Created by WestWayne/Atlanta, the campaign reinforces SunTrust's commitment to superior customer service. Research showed that SunTrust is in the unique position in the marketplace of being a large bank perceived by customers to have the value and customer service most often provided by small banks.

Unlike typical banking ads, the campaign advertisements do not include images of buildings, money or any other items commonly associated with banking. Instead, the ads cleverly differentiate SunTrust from traditional banks by using visual metaphors. The overall tone is warm and personable, and includes four spots titled "Dog," "Squirrel," "Museum" and "Comfy Sofa." Each illustrates a problem often encountered at banks with poor customer service.

"This campaign speaks to our ability to provide a level of customer service that is 'unexpected' of large banking institutions," says Craig Kelly, executive vice-president, director of marketing, SunTrust. "It says that we're smart, yet approachable bankers with the resources of a large bank and the personality of a small community bank. Our customers deserve the best of both worlds."

Kelly adds, "A major branding initiative is a large undertaking. This is just the beginning of our efforts to define the new face of SunTrust. We're proactively responding to customer demands."

TV spots will run in 25 markets in the Southeast and Mid-Atlantic regions during several high profile sporting events, as well as primetime shows such as The Practice, NYPD Blue and Millionaire. Print ads will run in top tier magazines including Fortune, Forbes and Sports Illustrated, among others.

"With this campaign, SunTrust is sending a clear and valuable message to its customers," says Jeff Johnson, WestWayne president. He adds, "It reinforces the message that SunTrust cares about what's important to them- great service."


SunTrust Banks, Inc., based in Atlanta, Georgia, is the nation's 9th largest commercial banking organization. The company provides a wide range of services to meet the financial needs of its growing customer base in Alabama, Florida, Georgia, Maryland, Tennessee, Virginia, and the District of Columbia. Its primary businesses include traditional deposit and credit services as well as trust and investment services. Through various subsidiaries the Company provides credit cards, mortgage banking insurance, brokerage and capital market services.


WestWayne, Inc. is a $450-million integrated agency with offices in Atlanta, Tampa and Miami. Clients include The Real Yellow Pages® from BellSouth, Celebrity Cruises, Denny's Restaurants, Inc., Florida's Natural Growers, Publix Super Markets, Inc., RJ Reynolds Tobacco Company, Russell Athletic Corporation, Saks Department Store Group, The Sports Authority, Southeast Toyota Distributors and SunTrust Banks, Inc.

SOURCE: SunTrust Banks, Inc.

Contact: Michael McCoy of SunTrust Bank, 404-588-7230, or , or LaLohni Alsobrook of WestWayne, 404-347-8929,