SOURCE: Camden National Bank

Camden National Bank

February 22, 2011 08:00 ET

Camden National Bank Unveils 'Everyone Needs an Anchor' Advertising and Marketing Campaign to Continue Long Record of Growth and Success

In-Depth Market Research Prompted Full-Service Community Bank to Leverage 100-Year-Old Iconic Anchor Logo as Basis for Comprehensive Brand Launch

CAMDEN, ME--(Marketwire - February 22, 2011) - Camden National Bank (NASDAQ: CAC), the largest independent publicly traded bank headquartered in Maine, today announced it has launched a new advertising and marketing campaign -- including a completely redesigned website -- following an intensive brand research study. Leveraging research findings and its iconic anchor image that has been used as the company logo for 100 years, the company's new 'Everyone Needs an Anchor' campaign will underscore its long-standing reputation as a trustworthy partner to its customers, stakeholders and the local communities it serves. Today, in addition to new in-branch marketing collateral and the website launch, the company will roll out TV, radio, print and online advertising across Midcoast, Downeast, Central, Western and Southern Maine.

The multi-tiered research program commissioned by Camden National was designed to provide the company with direction and insight on how best to sustain its established growth and success over the long term. Quantitative and qualitative research methods including focus groups, surveys and interviews with retail/business customers and stakeholders revealed that the company is viewed as a trusted, genuine partner -- one that serves as an anchoring force providing stability during times of volatility and confidence during periods of calm.

"After a thoughtful and deliberate analysis of Camden National's brand, it became apparent that our success is largely due to our adherence to our existing core values and strengths and the high level of resounding trust upon which our constituents have come to rely on," said Gregory Dufour, president and chief executive officer, Camden National Bank. "'Everyone Needs an Anchor' speaks to what our customers value us for -- principled decision-making, predictable service excellence and an unassuming, genuine manner. It was time for us to turn what some simply view as our company's logo into a strong depiction of our brand both today and into the future. This is an exciting time for Camden National and I'm looking forward to our next chapter."

To carry the brand consistently throughout the organization, Camden National Corporation (NASDAQ: CAC), the holding company for Camden National Bank, will also adopt the anchor icon in its logo. Additionally, Acadia Financial Consultants will be renamed Camden Financial Consultants to bring more alignment to the brand.

The website,, has been redesigned with a new look and feel to offer visitors a rich customer experience within a secure, easy-to-navigate user environment. Seamless changes to the site include the addition of a content management system (CMS), which allows for collaborative content creation and enables Camden National's internal team to easily publish or remove content. Additionally, a new, improved online banking platform is available to customers featuring a Bill Pay Service that is easily accessible from a smartphone or web-enabled cell phone via Camden National's new mobile banking website. Future plans include the integration of budgeting and expense tracking tools.

Also today, Camden National Bank signage will replace Union Trust signage at nine locations in the Downeast region following an announcement in early December that Camden National Bank would operate the Union Trust division under one name. Union Trust was acquired in January 2008 and made a division of Camden National Bank, serving Ellsworth, Bar Harbor and other communities in Downeast Maine.

About Camden National Corporation

Camden National Corporation, headquartered in Camden, Maine, and recently ranked 12th in USBanker's list of top-performing mid-tier banks, is the holding company employing more than 400 Maine residents for two financial services companies including Camden National Bank and the wealth management company, Acadia Trust, N.A. Camden National Bank is a full-service community bank with a network of 38 banking offices serving coastal, Western, Central and Eastern Maine. Acadia Trust offers investment management and fiduciary services with offices in Portland, Bangor and Ellsworth. Located at Camden National Bank, Camden Financial Consultants offers full-service brokerage and insurance services.

Contact Information

    Diane Norton
    VP, Marketing & Communications
    Camden National Corporation
    (207) 230-2176

    Derek M. LaVallee
    Director, Public Relations
    Kemp Goldberg Partners
    (207) 773-0700 x212