NEW ORLEANS – Officials are offering a $50,000 reward for information leading to the arrest of whoever is responsible for killing a Loomis armored-truck driver Wednesday afternoon.

Jeffrey Sallet, the special agent in charge of the FBI’s New Orleans field office, announced the reward during a brief press conference Thursday afternoon. He declined to provide new details about the investigation, instead saying he hoped the cash would entice someone to share with detectives clues that could crack the case.

“We want to make sure we are catching these folks and catching them quickly,” Sallet said. “If you’re out there, you will not have a lot of friends with a $50,000 reward on your head.”

The driver, whose name authorities have declined to release, died a short time after being shot outside the Campus Federal Credit Union at Tulane Avenue and South Galvez Street about 4:30 p.m. Wednesday.

He and his colleague were servicing an ATM at the branch when the unknown assailants marched up and demanded money.

Moments later, the Loomis driver and the would-be robbers exchanged gunfire. The driver was hit while the unknown gunmen ran away.

“We will not stop until we have gotten the people who are responsible for this heinous act,” Sallet said. “Until justice is served, we will not stop our efforts.”

The reward is made up of $20,000 from the FBI, $25,000 from Loomis and $5,000 from Crimestoppers.

Those who study criminology say that in addition to the loss of the victim's life, the sinister act done in broad daylight makes solving the murder quickly even more important.

"It threatens the whole financial stability of society. Armored car, supported by bank personnel. If they're vulnerable, what about the rest of us," LSU School of Public Health Dr. Peter Scharf said.

Scharf also says the reward is also set at a large amount to encourage even the suspect's closest confidants to step up and do the right thing.

"The tips in these kind of cases usually come from within. And if you're getting a cut of the take in that bank robbery, it's going to take a lot of money to get you to roll over on your partners," Scharf said.

Anyone with information about this investigation is asked to call the FBI New Orleans Field Office at (504) 816-3000 or Crimestoppers at (504) 822-1111.