SAN ANTONIO — To let current and former military members and their families know about the various services it offers — which includes auto loans and car-buying services, just to name a few — USAA said Wednesday that it is rolling out a new multi-channel ad campaign this week.

Explaining the focus on the campaign, officials said it delve into the dual-nature of the word "serve."

"It is focused on the military service member and USAA's commitment to serve its members at the highest level," they noted. "The campaign emphasizes that USAA understands military lives are different and has an unequaled commitment to serving the financial needs of the military, veterans and their families."

Mayra Rivera, USAA assistant vice president of marketing, noted: "At USAA, we want every member of the military — past or present — and his or her family, to know that when you become a member, you become part of the USAA family.

"This campaign supplements the strong word-of-mouth support we continually receive from our members and enables us to reach potential members who may not know that USAA understands their unique financial needs," she continued.

The TV ads will be featured on national cable news networks as well as local stations. The campaign will also feature four radio ads and an online element as well. The campaign will be conducted in select markets, which are as follows: Albuquerque, N.M., Baltimore; Colorado Springs, Colo.; Columbia, S.C.; Denver; Kansas City, Mo.; Oklahoma City, Okla.; Orlando, Fla., Portland, Ore.; Portland/Auburn, Maine; San Antonio and Washington, D.C.

There might also be additional spots that promote individual USAA products or services — for example, USAA's retirement planning solutions — in a few of the aforementioned areas.

USAA said that it strived for genuineness and authenticity in the TV spots. It noted that military veterans compose the majority of actors playing military roles in the commercials as well as the entire allotment of actors playing airport greeters.

Moreover, USAA took its efforts to ensure authenticity a step further as military veterans also worked as set technical advisers.

These ad efforts come not long after USAA debuted Auto Circle — a mobile service designed to assist users in searching for a vehicle and acquiring financing and insurance — and Home Circle, a mobile service that offers the same services, but for home buying.