Case Study
Coutts "Thrillionaires"

• Move media stereotype of the Coutts brand from a bank that caters to the landed gentry and aristocrats, to that of a modern business that understands the ever-changing face of wealth today, with a campaign able to hit the news pages of the nationals, be successful regionally and drive new business.

•  Breathe new life into an existing 'future millionaires' regional campaign, which identified the geographical whereabouts of the UK's future millionaires.
• Build on it by creating a simple, yet effective story that put an actual value on wealth and what this means for today’s millionaires, based on research that would appeal to current, potential and future Coutts clients.

Result:

• 22 separate national consumer news stories including, story covered by Channel 5 News, ITN, ITV, Sky News as well as 46 local and 4 national radio mentions. 104 regional press stories.
• Overall 'Opportunities To See' totalled nearly 79 million with an overall PR Value of £625,100
• Coutts also experienced approximately 300% more account enquiries in launch week.