US Trust has launched a new advertising campaign based on the theme “What is Worth?” that will run through the end of the year.

Ads will appear in a variety of print and online daily and weekly publications, including The New York Times Magazine, The New Yorker, The Atlantic, Barron's, Worth Magazine, FT Wealth, and Architectural Digest. The campaign also features a focused search engine effort.

"Development for the new campaign included extensive market research that underscored the fact that people do not consider their 'worth' and their 'wealth' to be synonymous," Claire Huang, head of marketing for Bank of America Global Wealth Management, Global Banking and Global Markets said in a statement. “They see their worth as a reflection of their values, goals, work ethic, relationships, history and legacy.”

As a result, she said, the campaign is targeting high net worth clients and pitching US Trust's abilities “to understand the true value in managing both the tangible and intangible aspects of life, wealth and estate planning."

Hill Holiday led the integrated team of agencies working on the campaign.