Bank of America’s [BAC] U.S. Trust unit is embarking on a new advertising campaign aimed at ultra-high-net-worth individuals. The “What Is Worth?” campaign is an attempt to demonstrate to potential clients U.S. Trust expertise in managing both their tangible and intangible assets.

The campaign, which officially launched Sunday May 2 and will run through December, replaces “wealth management” with “worth management,” a relatively subtle semantic switch that U.S. Trust hopes will convince the very wealthy that it isn’t just after their money; it wants to be an integral part of their life, wealth and estate plans.

Follow-up ads will expand on the tagline with “What is knowing your best interest is ours as well worth?” and “What is having intellectual capital committed to protecting yours worth?” both of which speak to U.S. Trust’s core strengths as a fiduciary and an investment manager, says Jean Fitzgerald, managing director and head of U.S. Trust’s marketing. “We spent a lot of time speaking to very wealthy clients about what’s important to them and what’s important about what we do,” she says. “We now have some very direct messages that speak specifically to this segment.”

The “What Is Worth?” ad will run in the New York Times Magazine, the New Yorker, the Atlantic, Barron’s, Worth Magazine, FT Wealth and Architectural Digest, as well as online through the search engines and in the trade press targeting centers of influence.