USAA Serving Up Targeted Brand Campaign to Military Veterans

SAN ANTONIO – USAA is launching a new brand advertising campaign in select U.S. cities to raise awareness of USAA among the nearly 61 million Americans who are serving or have served honorably in the U.S. military, and their families.
 
The campaign plays on the duality of the meaning of the word “serve.”  It is focused on the military service member and USAA’s commitment to serve its members at the highest level. The campaign emphasizes that USAA understands military lives are different and has an unequaled commitment to serving the financial needs of the military, veterans and their families.
 
The campaign launches this week with a combination of radio, online and television ads.
 
“At USAA, we want every member of the military – past or present – and his or her family, to know that when you become a member, you become part of the USAA family,” said Mayra Rivera, assistant vice president of marketing at USAA. “This campaign supplements the strong word-of-mouth support we continually receive from our members and enables us to reach potential members who may not know that USAA understands their unique financial needs.”
 
USAA took care to make sure its ads were genuine by the way they were cast and produced. For example, most of the actors cast in military roles, and all of the airport greeters in the ad, are military veterans.   USAA even had military veterans as technical advisors on the sets to ensure authenticity.
The television campaign will air on national cable news networks and local TV stations and will be complemented with four radio ads. In select markets, consumers may see additional ads for specific USAA products and services.
 
USAA is running its new ad campaign in the following markets: Baltimore, Md.; Colorado Springs, Colo.; Columbia, S.C.; Denver, Colo.; Kansas City, Mo.; Oklahoma City, Okla.; Portland, Ore.; Portland/Auburn, Maine; and San Antonio, Texas.
 
USAA’s new ad campaign follows the launch of its Auto CircleTM and Home CircleTM, the first comprehensive mobile services that offer consumers the ability to find, finance and insure a new vehicle as well as the tools and services needed to find, purchase, rent and insure a home.
 
About USAA
USAA provides insurance, banking, investment and retirement products and services to 7.8 million members of the U.S. military and their families. Known for its legendary commitment to its members, USAA is consistently recognized for outstanding service, employee well-being and financial strength. USAA membership is open to all who are serving or have honorably served our nation in the U.S. military—and their families. For more information about USAA, or to learn more about membership, visit USAA.com.