Chicago: Bank One, hoping to fend off new competition in its hometown, has launched a $15 million advertising, marketing, and PR campaign in the Chicago market.
The PR component of the campaign includes a website, BikeOneChicago.com, to promote biking in the Windy City. Chicago Mayor Richard Daley is a long-time advocate of biking, and the city holds a major bike event along Lake Shore Drive on Father's Day.
Bank One will work with the Chicagoland Bicycling Federation to present Bike Chicago, a series of more than 100 bike-related activities this summer.
It will also hold biking tours starting from several of its branches in the city and suburbs.
The bank will sponsor valet bike parking at major Chicago festivals and events such as the annual summer concert series in the city's Grant Park, said Tom Kelly, head of corporate media relations. People parking their bikes will get coupons for Bank One services. The bank will also hand out 100,000 bike maps.
Bank One is working with Dome Communications, Chicago, on the program. Dome brought the bank together with the biking federation, Kelly said.
Increased banking competition in Chicago was one reason for the campaign. A decision to resume expanding its brand network was another, Kelly said.
"For the last three years, we were in a fix-up phase. Now we're in a growth mode," he said.
The advertising component of the current program features noted Chicago personalities - such as football coach Mike Ditka - talking about the things they love in the city.