Lloyds TSB has launched a new initiative to support emerging young sports people from across the country. Lloyds TSB Local Heroes will work with SportsAid to provide money every year until the 2012 Olympics.
The bank, which was the first brand to sign up at a London Olympics sponsor, will provide £1000 to sports people identified by SportsAid. The programme will be supported by a campaign, created by start-up agency Adam & Eve. The agency won the £10m Lloyds sports sponsorship brief earlier this year (MW march 6).
The agency has created a multi-media campaign that will appear in the national, regional and local press relevant to the chosen athletes. The ads will feature pictures of the sportspeople and will describe “in their own words” their sporting firsts. A radio campaign will also have the athletes talking about their achievements.
The ads will have the strapline: “Lloyds TSB, first partner on the journey to 2012”. The campaign launches this week and will run until the end of August.
Lloyds TSB head of advertising, Eithne Anderson, says: “The brand proposition ‘For the journey…’ demonstrates how Lloyds TSB can help customers get to where they want to go in life. Lloyds TSB Local Heroes is all about ‘the journey’ that these young athletes are taking to 2012 and beyond and Lloyds TSB are proud to be supporting them on their way.”