As it enters the second year of its Pride of Britain sponsorship, TSB’s recently installed director of marketing Pete Markey has said the partnership will go further than a simple “badging exercise” and instead sit at the heart of the brand’s 2018 strategy.
The bank rolled out an ad campaign celebrating the partnership with Trinity Mirror’s Pride of Britain Awards, which recognise the achievements of people in local communities, earlier this week.
In the lead up to the awards in early November, two 30-second TV adverts telling the stories of 2016 Pride of Britain award winners, narrated by Trainspotting actress Kelly MacDonald, will run alongside a radio campaign. The push is backed by Bauer Media, which encourages listeners to share their own stories of unrecognised local heroes.
However, TSB is hoping the activity away from the all-important awards night will deliver greater value for both it and the charity.
Speaking to The Drum, TSB’s director of marketing Pete Markey said that unlike “so many brands that slap a badge on, do some idents and walk away” it will invest more budget into elevating the partnership throughout the year.
The bulk of this will flow through a content hub of videos and articles profiling the individuals recognised by the awards. This content will also be used in the bank's social media marketing throughout the year.
“This isn’t a badging exercise for us. This is about deeper level engagement between our brand and Pride of Britain. It’s the first time we’ve done anything on this scale for [it].” he said.
“For me and this business, where these things work is if there’s real integrity and consumers can sniff it out [if there’s not].”
Markey joined the business just five months ago from insurance firm Aviva. Rather than drawing a line under the brand’s previous marketing efforts he said the familiar aesthetic of TSB’s advertising – which remains in this latest as push – will stay put, but undergo an “evolution”.
“We’d be silly to throw something away that’s working so hard for us,” he said.
“There is so much evidence that customers love what we’re doing so it’s all about evolving what-we’re doing. Hence why this [Pride of Britain campaign] is the most specific, purpose led, work since TSB launched three years ago.”
This year marks the second year of TSB’s five-year partnership with the Pride of Britain Awards, which were first launched in 1999.