Bermuda's newest bank, Capital G, this week launched a new advertising campaign designed to elevate the brand and help consumers to better understand its products and services, the company said. "We have certain competitive advantages for consumers that we really need to more effectively communicate", said James Gibbons, Capital G, chairman.

Findings from a recent proprietary research study, conducted by corporate research associates Inc. an affiliate of Total Marketing & Communications Inc., indicated that Capital G enjoys higher proportions of completely satisfied customers on a number of factors when compared to its competitors, said the bank.

The results also suggest that Capital G is performing more to its customers' expectations than its competitors, said a release issued yesterday adding the impetus for the direction of the campaign was the results of the study.

"We recognise that Capital G is a strong challenger brand with enormous potential," Mr. Gibbons said.

It added that findings from the study suggest that Capital G brought to mind different things for different people and that there were not any particular associations that were shared by a majority of consumers.

Consumers generally were able to articulate some of the services Capital G offers, but no services were mentioned by a majority of consumers. This suggests that consumers may have a fairly limited understanding of the diversity of financial services offered by Capital G and the level of high quality personalised service that Capital G customers enjoy, said the company.

Mr. Gibbons said: "Capital G is more than just a bank. Whether it's a simple savings account, an investment portfolio or the most complicated trust and estate planning, one of the companies that comprise the Capital G group can provide what we refer to as fresh financial solutions ? Capital G Bank Ltd., Capital G Investments Ltd. or Capital G Trust Ltd."

The new campaign, produced by advertising agency, Allard Johnson Communications and hopes to demonstrate Capital G's unique competitive difference, establishes a consistent brand platform for the company to build its overall communications programme and really shows customers that Capital G understands their needs and values their business.