News Article Published:
Friday, 24 August 2007
Category:
Financial Services
Britannia Building Society is launching a new campaign to highlight how it is different from other financial service providers, which may face constraints.
At a cost of £5 million, Britannia's brand awareness campaign is directed at growing its membership and showing consumers how its business may be fairer then other financial product providers.
Mortgage Solutions reports that Britannia's marketing campaign plays on the fact that the firm is not constrained by shareholders, which means that it can put customers as a priority, ensuring they are treated fairly.
Britannia's advertising campaign will first be seen on the television on August 27th, when the firm unveils its marketing in the canny prime-time slot of 9:30pm on ITV.
Neville Richardson, chief executive of Britannia Group said: "Our research tell us that customers value integrity, transparency and a fair deal from their financial services provider. As a mutual Britannia Building Society ensures that members have a say in how their Society is managed."
Mr Richardson added: "The advertising campaign is designed to raise awareness of the Britannia name and put our brand on people's shopping lists. It's about being a financial provider where the customer knows exactly what they're getting."
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