Lloyds TSB pdf
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Lloyds TSB Mortgages
Lloyds TSB built its mortgage business using regional advertising.
In a competitive market, Lloyds TSB Mortgages leveraged regional newspapers to promote its product.
Regional Newspapers an effective tool
Regional press was found to be an effective tool to drive sales for Lloyds TSB Mortgages, providing both a trusted environment and suitable editorial for Lloyds TSB.
Emotional audience engagementQualitative research emphasised the importance of the regional titles for the whole community. Regional titles were the most trusted and reliable source of news and information. In fact, the news editorial was considered more relevant than other communications channels – there is a strong emotional relationship between the reader and the press medium.
Impact of national brands with localised message
National advertisers can maximise their communications message through local advertising. Regional newspapers benefit ‘remote’ national advertisers by positioning their brand in alignment with the community perspective. By using a local message, Lloyds TSB Mortgages were able to make their advertising more interesting, relevant and trust worthy to their target audience.
Download the case study below.
More information on this case study is also available at The Newspaper Society website.
