TSB starts the journey to 2012

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.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here