TIAA-CREF has launched a new $50 million advertising campaign centered around a simple idea that it hopes will differentiate itself from other financial services companies: its dot-org status, The New York Times reports. In conjunction with this, it has also launched a new website, powerof.org.

However, one theme that is consistent with an earlier campaign begun in 2004 is the slogan, "Financial services for the greater good."

The headlines of three of the print ads, created by Modernista, are: "Think .org-onimically," "How much more objective can you get than .o-r-g?" and ".org, three of the most trusted letters on the Internet."

One TV spot declares, "We are a financial services dot-org, not a dot-com. For nearly 90 years, our mission has been to put the heart of a nonprofit to work for those who serve the greater good. We do this the dot-org way, with low fees, objective advice and a unique insight into the hearts and minds of those who give us hope for the future."

Steven Goldstein, executive vice president for public affairs and marketing and TIAA-CREF, said, "There's a lot of competition out there. We have what we think is the great differentiator: The other companies are dot-coms, and we're a dot-org." Goldstein said Modernista approached TIAA-CREF with the idea.

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