(BUSINESS WIRE)--Regions Financial Corporation (NYSE: RF) announced today a total contribution of $750,000 to Toys for Tots as a result of its “Accounts that Count” campaign – a program specifically designed to benefit Toys for Tots this holiday season. Today, 10,000 deserving children throughout the 16 states where Regions serves customers are enjoying new bikes and helmets due to the success of the campaign and subsequent donation.
What became a lasting, meaningful gift-giving solution, the “account that counts” offered Regions customers the opportunity to contribute toward the purchase of bikes for children in need. For anyone who opened a qualifying account through December 31, 2007, Regions made a donation through its Toys for Tots Bike Fund.
Advertising featuring children on green bikes thanking Regions customers for helping make the campaign a success ran Sunday, December 30, in 75 publications across the bank’s 16-state footprint. The new Regions brand launch has used a lifegreen cruiser bicycle as an icon to represent the Regions banking experience.
“Initial research shows that everyone can relate to the lifegreen bike and what it represents,” said Scott Peters, Regions chief marketing officer. “Simplicity, freedom and easiness are just a few of the words used to describe a bike ride – the same experience we are working to create in banking.”
The Accounts That Count campaign began in October in Alabama and Florida with the remaining 14 states, Arkansas, Georgia, Illinois, Indiana, Iowa, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Texas, and Virginia, where Regions has a presence beginning in November.
“Through the generosity of our customers and our partnership with Toys for Tots, the good we’ve been able to do has exceeded all our expectations and made the holidays much brighter for many children,” said Peters. “Many of our qualifying accounts became a gift that kept on giving. That same account provided bikes to deserving children and put them on the road to a happy new year.”
Regions chose to partner with Toys for Tots for its longstanding history and commitment to charitable work, U.S. Marine Corps affiliation, and presence in all the markets where the bank has branches. In addition, the Toys for Tots brand and focus on children works well with Regions new and revitalized brand, strong company presence and commitment to the communities it serves, customers and associates.
“We were thrilled when Regions approached us to form the Regions Toys for Tots Bike Fund and are overwhelmed by the success of the Accounts That Count campaign,” said Matthew T. Cooper, president and CEO of the Marine Toys for Tots Foundation. “It’s true – there’s nothing like getting a new set of wheels and the sense of adventure and freedom it gives a child. For many of our families and the children who benefited, these bikes mean much more, including a ride to school, practice for whatever their sport, games, and other after-school programs. We are proud to be partners with Regions in this effort to provide children new bikes at holiday time.”