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Principality launches Heart of the Community campaign with TheAgency


By Ishbel Macleod, PR and social media consultant

December 1, 2011 | 2 min read

Principality building society has launched a campaign with TheAgency, which aims to reward individuals who have made a difference to people’s lives in Wales.

The ‘Heart of the Community’ campaign calls for the public to nominate local heroes, with the list to be shortlisted by each branch, with winners to be rewarded with £500.

The campaign is being promoted throughout Welsh towns via local press, community centres, surgeries, health clinics and Principality branches.

David Edwards, channel communications manager at Principality, said: “We worked closely with TheAgency to develop this brief, because it was essential to run a campaign that was going to achieve maximum coverage to effectively execute in branches, and cover a broad geographic area. If it is successful we hope to increase our focus on local marketing even more.”

Saman Mansourpour, partner at TheAgency, said: “Principality have exceptionally loyal customers. With 150 years of heritage some of their branches have adorned town centres for nearly a century. For many they are a fabric of the Welsh communities so it absolutely made sense to dedicate a campaign to them.

“The Heart of the Community award is open to everyone, and to celebrate Principality will also be launching a new “limited edition” savings account.”

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