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To remain true to Fidelity Bank's homespun, small-town brand, "Right By You" - and, not incidentally, connect with people - Rella:Cowan created a promotion called "CareFree Country." The carefully considered strategy was to evoke the golden age of travel and to salute the time-honored tradition of summer vacations in America. As a result, the bank generated higher revenues during the promotion's run. And a whole lot of priceless nostalgia.
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