Abbey to flash on screen with Spanish flame |
|
|
Published
:
Tue, 03 May 2005 12:20
|
Makeovers have almost become the order of the day, with companies and even people revolutionising either their looks or logos to attract the desired target audience and augment sales. Banking Group, Abbey has also resorted to the same.
Abbey National, which was last year bought by Spanish group, Banco Santander, is expected to introduce its new publicity campaign today on television with a brand new look and logo for its vast 726 branch network.
| The last overhaul was done by Abbey hardly 18 months back in an attempt to stimulate business. However, Banco Santander took over Abbey in November even before any authentic improvements following the update could be evaluated.
This new advertisement crusade is supposed to cost Abbey about £8.5m wherein the current Wolff Olins’ modern design of ‘abbey’, with ‘a’ in the lower case will be substituted by a more conventional ‘Abbey’, with ‘A’ in the upper case. Moreover, the renewed look will not feature the word ‘National’. Abbey’s publicity promotions will principally highlight Abbey’s Flexible Plus Mortgage, using a red cube to dramatically expound the mortgage idea. Besides, the flame logo used by Banco Santander will be adopted by Abbey as its new emblem.
The new management of the bank has strategised to switch over from brand advertising to specific product advertising, using a fresh catchphrase: "Abbey. More ideas for your money".
Abbey has been resorting to novel devices and policies to recover from the rude shock it faced a couple of years ago when it recorded enormous losses and plummeted to the sixth position in Britain’s banking industry. Even though its problems have considerably been solved, Abbey needs to travel a long way still to retain its credible high street seat.
|
|
|
|
|
|
Print this Story
