E*TRADE Launches Brand Campaign

Palo Alto, CA-based online brokerage E*TRADE Group Inc. launched a new, integrated brand advertising campaign featuring the tagline, “It’s Time for E*TRADE, the number one place to invest online.”

Developed by Goodby, Silverstein & Partners, the TV portion of the campaign is part of an integrated marketing program designed to appeal to the changing profile of millions of U.S. investors. Billings were not disclosed.

“‘It’s Time for E*TRADE’ represents the voice that resonates with the new online investor,” said Jerry Gramaglia, senior vice president of Sales and Marketing for E*TRADE.

The television ads present a variety of scenarios upon which wishful-thinking individuals pin their hopes for a better financial future–such as winning the lottery, getting a big raise or reaping a sweepstakes windfall–then propose that investing with E*TRADE is a better alternative.

The print and outdoor advertising continues the theme and features the www.etrade.com Web address.

The new campaign has a wider media reach than E*TRADE’s past advertising. In addition to continuing its television presence on financial news programs, the new ads will appear on the season finales of “ER” on NBC and “Ally McBeal” and “The X Files” on Fox. Internet sponsorship also remains a major factor in E*TRADE’s marketing mix, the company said.