Launching the first UK High Street Bank for more than 100 years
- Lansons Communications devised and co-ordinated the PR strategy and launch
of the UK’s first new High Street for more than 100 years. The launch
spanned corporate, personal finance and consumer communications, and came
at a time when trust in banks was at all time low.
- Our challenge was to manage, navigate and leverage stakeholder sentiment
as scrutiny around the creation of a new bank had never been greater.
- Lansons adopted a three pronged approach to educate and garner endorsement
for the Metro Bank proposition: to proactively manage any potential issues
head on as part of the pre-launch phase, by creating and building momentum
in the run up to Metro Bank receiving the FSA banking licence and thirdly
creating a buzz at launch.
- We targeted key banking press on flagship publications by offering behind
the scenes briefings ahead of launch.
- Once Metro Bank received its banking licence, we upped the media ante by
going on the record and placing profiles and securing broadcast interviews
on agenda setting programmes such as Radio 4
- Over the launch period we carefully managed the mass scrutiny and leveraged
media appetite for the biggest banking story of recent times.
- The strategy to educate the UK media and key stakeholders about the Metro
Bank proposition (opening twice as long as other banks, and offering greater
customer service and convenience – in short aiming to change the face
of UK banking) in the run up to launch proved to be successful.
- The pre launch preparation enabled Metro Bank to launch from a broadly
balanced and positive media platform.
- The mass media launch coverage resulted in more than 450 features across
all media sets (of which 135 were broadcast and 56 were national print).
- The audience reached over the launch period was 187,393,942, and played
a significant role in ensuring there were queues of people wanting to open
accounts on the day of launch (and following days).