Vail Banks (NASDAQ:VAIL)
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Community Research Drives New WestStar Bank Brand
New Brand Better Serves Colorado Customers and Bolsters Depth of Financial
Products and Services
VAIL, Colo., April 5 /PRNewswire-FirstCall/ -- Vail Banks, Inc. (NASDAQ:VAIL)
and its banking subsidiary, WestStar Bank, announced today, a new
customer-driven brand initiative for each of its 23 banking offices in 18
Colorado communities. Beginning today, the organization will operate as
WestStar Bank. Expect Action.
To evolve its capabilities to better serve customers, WestStar appointed
Edwards, Colorado-based Hill & Company, an integrated marketing and advertising
agency, to conduct community banking research and define the new brand. "The
market research provided WestStar the information needed to make vital
decisions about the company's culture and new brand," said Hill & Company
President Linda Hill.
The WestStar research identified attributes and values customers want in their
banking relationship. Current and prospective customers were asked key
questions to determine the current WestStar image. The research showed that
"personal attention", "exceptional service delivery" and "strong, long-term
banking relationships" separate WestStar from the other choices in Colorado. To
further align these identified strengths comes a modified brand: WestStar Bank.
Expect Action. To preview the identity visit http://www.weststarbank.com/.
"Our primary goal with this brand initiative is to act consistently on behalf
of our customers by delivering individualized financial solutions beyond
expectations," said Vail Banks, Inc. Chief Executive Officer, Gary Judd. "At
the end of the day, we want customers to feel valued, and well on their way to
financial success."
Designed to move WestStar's already high standards for service to an entirely
new level, the brand campaign will feature the company's commitment to enabling
client's success by actively seeking out next steps and bringing solutions to
the table. "We've learned that clients and employees come to, and stay with,
WestStar because of what we stand for, and the way we do business," said Judd.
The new brand identity has been rolled out to all of WestStar's Associates.
Beginning today, WestStar's touchpoints will change. In-lobby posters,
statements, business cards and letterhead are now emblazoned with Expect
Action. WestStar's web site has been upgraded today consistent with the new
brand identity, featuring professional interaction and simple navigation at
http://www.weststarbank.com/. Customers will be able to seamlessly continue to
use the site for their Internet banking.
Additionally, an integrated marketing campaign launches today, which will
introduce the community to "WestStar Bank. Expect Action." to promote
WestStar's decisive, professional action-oriented people working toward their
customers' success. The enclosed advertisement exemplifies the series of
communications that will run today in print media. The headline "Don't Be
Surprised When the President Calls to Thank You" was chosen because it marks
the unique, proactive attention and service customers deserve when banking with
WestStar.
Beginning today, WestStar will run the advertisements in all of its 18
communities over the next several months (Aspen, Avon, Breckenridge, Cedaredge,
Delta, Denver, Dillon, Edwards, Estes Park, Frisco, Glenwood Springs, Granby,
Grand Junction, Gypsum, Montrose, Norwood, Telluride, Vail) targeting consumers
and business clientele alike.
As the ad campaign suggests, communities can expect to see WestStar working as
an active part of the community. For example, WestStar recently helped make
the new Iron Mountain Tramway in Glenwood Springs possible by serving as a
major funding source for the project. "When other banks couldn't work with us,
WestStar proved to have the expertise and local decision-making to make our
loan work," said Steve Beckley, Glenwood Caverns Adventure Park owner. "Thanks
in large part to WestStar our 20-year dream has come true."
"We are a different kind of financial services company and a lot has changed at
WestStar since we started serving our communities more than 25 years ago. It's
important for people to know that WestStar has the capacity to work with
companies of any size and our services go well beyond traditional commercial
banking. We want to help our constituents understand who we are in addition to
what we do, and to think of us in a new and collaborative way. Our branding
initiative will help us do that," said Judd.
Among the advantages business customers can expect from WestStar are its cash
management solutions for larger, more sophisticated businesses looking for
smarter arrangements with more choices and customization.
"This is not about a new logo or a new name. It's not even about new products
and services. This is about commitment," said Judd. "We will continue to earn
the trust of our communities, and continue the work already begun to make our
communities better places to live and work."
About WestStar Bank
WestStar Bank is a Colorado-based bank specializing in serving small- to
medium-size businesses and financially sophisticated individuals. WestStar
Bank has twenty-three offices throughout the western portion of Colorado and
Denver with assets over $630 million. WestStar Bank is a State of Colorado
chartered commercial bank and is a member bank of the Federal Reserve Bank. Its
headquarters is located in Vail, Colorado. WestStar is a wholly-owned
subsidiary of Vail Banks, Inc. based in Avon, CO, whose stock trades on the
NASDAQ National Market System under the symbol "VAIL".
Forward Looking Statements
Vail Banks warns caution should be taken in relying upon any forward-looking
statements in this release, as they involve a number of risks and uncertainties
that could cause actual results to differ materially from any such statements,
including the risks and uncertainties discussed in the Company's Annual Report
on Form 10-K for the year ended December 31, 2004, under the caption "Certain
Factors Affecting Forward Looking Statements," which discussion is incorporated
herein by reference.
DATASOURCE: Vail Banks, Inc.
CONTACT: Kelly Major of Hill & Company, +1-303-919-9001,
, for Vail Banks, Inc.
Web site: http://www.weststarbank.com/