STRATEGIC PARTNERS
December 19, 2001
CHARLOTTE, N.C. - Bank of America's line of talking ATMs, designed to make banking easier for the visually impaired, provide the focal point of a new television advertisement the bank is launching nationally on Monday, according to a company press release.
The ad is one of two 30-second spots focusing on the company's philosophy of innovation and is part of an overall plan to raise the bank's image. The bank has increased its advertising budget 45 percent to $145 million in 2002 as part of the effort.
The ad will be run on local television networks in 21 states and the District of Columbia and in national cable markets such as New York and Boston, where Bank of America currently does not have branches.
The commercial, titled "Sparring," features a woman working out in a martial arts studio. At the end of the session, it is revealed that she has vision problems. By showcasing its talking ATMs, which feature audio jacks that transmit instructions to sight-impaired users, Bank of America's strategy is to showcase its commitment to innovation and all-inclusiveness.
Bank of America currently offers 304 talking ATMs at branches in Florida and California. The company estimates it has at 13,000 ATMs at about 4,400 branches nationwide.
