Times Square Video Billboard to Promote CUs

Full-motion, 15-second ad will repeat hourly for eight weeks.

April 12, 2013
/ PRINT / ShareShare / Text Size +

If you’re in New York City between April 15 and July 4, look up: CUNA has arranged for the iconic CBS screen on 42nd St. in Times Square to promote credit union membership and highlight credit unions’ low rates and fees.

CU video adThe screen also will urge consumers to find a credit union at

“CUNA and the leagues developed and launched aSmarterChoice to raise consumer awareness about credit unions and grow membership,” notes Paul Gentile, CUNA’s executive vice president of strategic communication and engagement. “We are thrilled to have our message running so prominently in one of the most famous venues in the world, during one of its busiest periods.”

More than 450 million people pass through Times Square annually, and some 60,000 cars cross 42nd Street and 7th Avenue every day. CUNA’s video billboard ad will appear over an eight-week period when New York will celebrate such high-profile events as the Tribeca Film Festival, Memorial Day, the AIDS Walk, Father’s Day, Independence Day—and the America’s Credit Union Conference (June 30 to July 4).

The full-motion, 15-second ad will repeat hourly on the CBS Screen, which is 26 feet wide and 20 feet high. The message tells consumers if they want a bank they can trust, they should go to a credit union for better rates, lower fees, and no stockholders competing against their interests.

“Since launching the site, we’ve seen a significant spike in visitors whenever it is featured in the media,” Gentile notes. “We anticipate a significant boost in traffic to the site as a result this ad run in Times Square. That means more people from all walks of life discovering and joining credit unions. It is a great example of how we are putting our new strategic vision into practice.”

Raising awareness about credit unions is a key tenet of the strategic vision that CUNA President Bill Cheney debuted at CUNA’s Governmental Affairs Conference, “Unite for Good.”

This initiative revolves around the vision that Americans choose credit unions as their best financial partner. It’s based on credit unions’ shared values: cooperative, collaborative, member-centric, community focused, and dedicated to their members’ financial well-being.

Also raising consumers’ awareness of credit unions was Gentile’s recent appearance on MSNBC, where he talked about the benefits credit unions provide consumers. Watch now:

Post a comment to this story


What's Popular

Popular Stories

Recent Discussion

Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory ( will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

Your Say: Who should be Credit Union Magazine's 2014 CU Hero of the Year?

View Results Poll Archive