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RBS unveils campaign activity for Manchester Pride festival

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By The Drum Team, Editorial

August 26, 2011 | 2 min read

Publicis has created an experiential campaign for RBS to support the bank's sponsorship of this weekend's Manchester Pride festival.

The bank is running above the line advertising, digital and social media activity before, during and after the annual lesbian, gay, bisexual and transgender event.

It has already released an iPhone app and created a bespoke Pride landing page on its recruitment site.

Along with the sponsorship push, RBS will actually take part in Pride by entering a float in the festival's parade. It has been created by Publicis in conjunction with Lora Avendian and takes in a Mad Hatter's Tea Party theme.

Other activity includes wristband sponsorship, a street team giving our branded roses and cupcakes during the parade, map sponsorship, advertising in the Manchester Pride Big Weekend Guide and entry gate branding.

Banners onboard the float will encourage people to download its iPhone app.

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