Rockland Trust pushing ‘Fee Detector’

ROCKLAND, Mass. – The Rockland Trust Co. is launching a new marketing campaign that highlights its free checking account offering at a time when other banks are eliminating theirs.
Advertisements will run on TV – a first for Rockland Trust, a subsidiary of Independent Bank Corp. – as well as in print, online, on radio and billboards.
The bank said the “humorous and light” ads feature a “Fee Detector” who searches Rockland Trust for hidden fees and, of course, doesn’t find any.
The campaign, which will run through April and May, is aimed at consumers and businesses who are tired of paying hidden and “nuisances” fees for things such as paper statements, ATMs and cashing checks, Rockland said.
“Most customers want free checking without the worry of hidden fees or requirements,” said Jane L. Lundquist, executive vice president of retail banking. “We believe that our free checking products offer customers real value, particularly in these tough economic times.”