In response to the 2007 announcement that Comerica Bank was planning to move its headquarters from Detroit to Texas, the MCUL launched a supplemental radio campaign. The radio spots focus on the facts that credit unions support members in good times and bad and stand behind our communities, even when the economy gets tough. The Comerica announcement made our message more relevant than ever at a time when consumers were tuned in to the banking industry.
To fund this campaign, the MCUL Board of Directors reallocated $300,000 from the fall Cooperative Advertising campaign and added an additional $200,000, for a total budget of $500,000 with additional funding from credit unions. This campaign ran statewide April 9, 2007 to May 6, 2007.