Wachovia is launching an advertising campaign stresses "life moments", echoing what appears to be a trend in financial planning,

The campaign, which is both print and television-based, started in early March. A television ad that began running in early March will continue to run for a few months, on channels like A&E, National Geographic and ESPN, said Wachovia spokesman Mark Folk.

Eight print advertisements will begin running in magazines including Money, O Magazine, Fortune, Parenting and Golf Digest later this month, and will continue for the remainder of the year.

The print ads relate to all-around financial planning. One of the advertisements, "Lunch with Dad" emphasizes planning, saving for retirement, and life planning, all with the overarching theme that "Wachovia is a trusted advisor … a company that can help clients through all life stages and moments," said Folk. The "life moments" theme resonated well in surveys, said Folk.

The new campaign is the continuation of one that began in the fourth quarter of last year, said Folk.

Last year, Wachovia began its campaign by running four print advertisements in publications including Fortune, Money, Sports Illustrated and Golf, and two television ads on CNN, TNT and TBS, said Folk.

The ads were created using Winston-Salem, North Carolina-based Mullen.  

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