Campaign showcases Broadway Bank’s local strength and national-caliber service
Scratch Board Technique at the Heart of the New Bank the Broadway Campaign
Scratch Board Technique at the Heart of the New Bank the Broadway Campaign
SAN ANTONIO, TEXAS, March 19, 2025 – Broadway Bank is set to launch its boldest marketing initiative yet with the Bank the Broadway campaign, a dynamic and multichannel branding effort designed to solidify its presence in new and existing markets. The concept underscores Broadway Bank’s key differentiator that it treats its customers like neighbors, not numbers. The campaign will roll out across multiple platforms, including out-of-home (OOH), print, digital, radio, and social media in key Texas markets such as San Antonio, Austin, Dallas, and Houston and targets customers in its business, commercial, wealth management, private banking, and personal lines of business.
The Bank the Broadway campaign leverages Texas pride and the trailblazing spirit of Texans who do things their own way. It challenges consumers to ask themselves why they would settle for banking with outsiders — and lets them know there’s a better way: The Broadway. The campaign flips the script on traditional banking campaigns by reimagining the Founding Fathers — those iconic figures engraved on U.S. currency — through a uniquely local lens via scratchboard illustrations. Gone are the stiff poses and stuffy attitudes. In their place, we see lively, approachable personalities that feel like they’ve been plucked straight out of a Hill Country barbecue, or a Sunday run to the grocery store.
“This campaign marks a significant moment for Broadway Bank,” said Broadway Bank CEO David Bohne. “As we continue our strategic expansion across Texas, we want to make it clear that banking with us means combining the personal touch of a local institution with the expertise and innovation of a national player. Bank the Broadway is a confident declaration of who we are and why we stand apart.”
There are Broadway Bank financial centers across Texas. More information by location can be found here. Click here to see samples from the campaign.
A Campaign Built for Growth
Following a brand refresh in 2020, Broadway Bank has been positioning itself as a challenger in the financial space, leveraging its regional advantage while delivering best-in-class services. The Bank the Broadway campaign is designed to support:
- Geographic Expansion – Establishing brand recognition in new markets like Dallas and Houston while reinforcing Broadway Bank’s legacy in Texas
- Local Banking Advantage – Addressing the growing consumer preference for locally owned financial institutions that offer fast, personalized service with national-level capabilities
- Market Positioning – Applying national advertising sophistication to highlight Broadway Bank as a regional powerhouse
“We’ve been on a multiyear journey with the Broadway brand, building upon what Col. And Mrs. Cheever started in 1941 and bringing it to life for new generations,” said Broadway Bank Chief Marketing Officer Nathan Kokemor. “This campaign is what happens when the right marketing team at the best bank meets the right creatives at the best agency—BondX. We’re excited to show it off.”
