Ulster Bank is spending more than £1 million (#1.27 million) on the June-September phase of its new U First campaign.

It is the first major campaign undertaken by the bank since 1992 and Des O'Meara & Partners is the agency. It won the account earlier this year.

The campaign is seen as a major step in gaining higher brand awareness for the bank. It comprises a 50second television advertisement, 48-sheet outdoor billboards and national press, all of which revolves around the concept of "More to Life". The television campaign was produced by the agency and directed by Des Mullen of Rocket Productions.

Who Wants To Be A Millionaire?, produced by Tyrone Productions for RTE, has maintained its position at the top of the TV ratings. Viewing figures for the first programme in the new summer run of the series on RTE 1 showed that, at its peak, the home-produced Who Wants To Be A Millionaire? was watched by 40.9 per cent of the viewing public in Ireland (465,000 viewers).