TD Bank Says it's Time to Bank Human, Again

                 TD Bank Says it's Time to Bank Human, Again

A New Campaign Puts Customers and Employees in the Spotlight

PR Newswire

PORTLAND, Maine and CHERRY HILL, N.J., Jan. 2, 2013

PORTLAND, Maine and CHERRY HILL, N.J., Jan. 2, 2013 /PRNewswire/ -- TD Bank,
America's Most Convenient Bank^®, is kicking off 2013 by introducing a fresh
creative marketing platform, Bank Human, Again. Through a fully integrated
multimedia campaign, the platform casts customers and employees in the
spotlight and brings to life America's Most Convenient Bank's legendary
service and unparalleled convenience. 

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"Bank Human is all about people—our customers and employees," says TD Bank,
America's Most Convenient Bank's, Chief Marketing Officer Vinoo Vijay. "The
new marketing campaign viscerally communicates TD's attributes of unparalleled
service and convenience, and our customer-first culture."

Bringing Bank Human to Life in Advertising

Six, 30-second lighthearted television spots show a customer struggling with a
pen too tightly chained to the desk, a bank closing as a small business
customer tries to make after-work deposits, and consumers "interacting" with
robotic automated tellers at faceless financial institutions. The ads then
declare it is time to Bank Human, Again, revealing the customer experience
offered by TD Bank, America's Most Convenient Bank, from free customer coin
counting and the longest banking hours to instant-issue debit cards, and even,
free unchained pens.

The campaign will have media touch points across broadcast, print and digital:

  oTelevision: Television ads will air on prime time programs throughout TD
    Bank's footprint, including an enhanced presence in New York with a cable
    buy focused in the five boroughs.
  oPrint: Print creative will appear in key publications throughout the
    bank's footprint in New York, Philadelphia and Boston, providing a more
    detailed message of what it means to Bank Human.
  oDigital: A robust digital effort will incorporate a variety of executions
    including rich media, video and dynamic banners. All activity will drive
    to a custom campaign

Customers and Employees Take Center Stage

The new marketing campaign will feature a notable shift from celebrity-driven
advertising and marketing to spotlighting customers and employees as the

Messaging throughout all engagement channels will focus on communicating the
humanizing experience offered to TD Bank, America's Most Convenient Bank,
customers through storytelling. At TD Bank stores, customer vignettes will be
featured on LCD screens showing proud customers sharing why they love TD. The
videos will also be found on YouTube and the micro site. Soon in New York
City, consumers will find an interactive online map of store locations
featuring TD employees offering directions and other information.

Additional campaign elements will be integrated across other platforms such as
social media and public relations.

To learn more about TD Bank, America's Most Convenient Bank, stop by a store,
visit us at, find us on Facebook at or on Twitter at

About TD Bank, America's Most Convenient Bank^®
TD Bank, America's Most Convenient Bank, is one of the 10 largest banks in the
U.S., providing nearly 8 million customers with a full range of retail, small
business and commercial banking products and services at nearly 1,300
convenient locations throughout the Northeast, Mid-Atlantic, Metro D.C., the
Carolinas and Florida. In addition, TD Bank and its subsidiaries offer
customized private banking and wealth management services through TD Wealth^®,
and vehicle financing and dealer commercial services through TD Auto Finance.
TD Bank is headquartered in Cherry Hill, N.J., and Portland, Maine. To learn
more, visit Find TD Bank on Facebook at and on Twitter at

TD Bank, America's Most Convenient Bank, is a member of TD Bank Group and a
subsidiary of The Toronto-Dominion Bank of Toronto, Canada, a top 10 financial
services company in North America. The Toronto-Dominion Bank is one of the few
banks in the world rated Aaa by Moody's and trades on the New York and Toronto
stock exchanges under the ticker symbol "TD." To learn more, visit


Contact: Rebecca Acevedo, +1-856-470-3201,
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