TSB has launched a major new marketing campaign celebrating its partnership with Trinity Mirror’s Pride of Britain Awards, which recognises the achievements of ordinary people doing extraordinary things in local communities right across Britain.
The integrated marketing campaign – which runs across online, social media, the TSB branch network media partnerships and TV – includes a content series and online hub enabling people to discover more stories of people like Dena Murphy – an 83-year-old great grandmother from Manchester who feeds more than 50 pensioners once a week with fruit and vegetables she grows on a community allotment.
Two new 30-second TV adverts have also been created to tell the incredible stories of 2016 Pride of Britain award winners. These impressive individuals have all gone out of their way to help other people, whether that’s through extraordinary fundraising activities, overcoming adversity or performing acts of courage.
The animations are part of a fully integrated campaign delivered by Joint and the Dentsu Aegis Network (comprising of Vizeum, John Brown and 360i) for TSB.
An exclusive six week Bauer radio partnership will also run after the Pride of Britain Awards on Magic and Heat Radio to support TSB Local Pride. The aim of the partnership is to encourage listeners to tell their own stories of local people helping local people and their communities to thrive.
Pete Markey, Marketing Director at TSB, says: “We’re very excited to have launched this major campaign, to celebrate our partnership with Pride of Britain. Partnerships are at the heart of what we do at TSB – it’s something we’re very passionate about and that’s why our partnership with Pride of Britain is so important to us, we have found a partner who shares and celebrates the same beliefs.
“We’ve taken this campaign to the next level by shaping and delivering a dedicated, integrated programme of activities that will build momentum and tell the incredible stories of Pride of Britain all year round.”
This year marks the second year of TSB’s exclusive five-year partnership with the Pride of Britain Awards, which first launched in 1999, and is the most important and widely viewed awards event of its kind.
The Awards will be broadcast on 7 November 2017 on ITV.