Gardens

The marketing team at Philadelphia-based Sovereign Bank, serving the New England and Mid-Atlantic regions, is quite aware of research that shows the general consumer's perception of a bank is that a bank is a bank is a bank. To show that not all financial institutions are the same, Keh Kwek, director of retail product management and strategic marketing, Shara Jordan, marketing services project analyst and Liz Huhn, vice president and manager, retail product management, conceived of a unique sweepstakes premium campaign that offers prospects the chance to win something so much more than a toaster—it offers a chance to win a cruise. "We needed

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