News Article Published:
Monday, 23 April 2007
Category:
Financial Services
Lloyds TSB's marketing agency has defended its For the Journey campaign against comments that its latest strategy is "dreary".
Recently the New Media Age described Lloyds TSB's For the Journey ad campaign as "the latest throw of the creative dice in a desperate attempt to give Lloyds TSB a point".
In an open letter to the magazine, the marketing agency has defended the campaign, with its head describing the strategy as "a huge success online and offline".
It was also pointed out that New Media Age's review only concentrated on the first phase of the strategy where the customer is to be brought into "the heart of the bank's brand message".
Figures suggesting that four per cent of visitors to the website were prepared to contribute a personal story to the campaign were additionally described as "staggering".
Lloyd's TSB's For the Journey strategy is set to sponsor the 2012 London Olympic Games and is part of a deal worth £80 million, according to This is Money.
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