Bradford & Bingley is spending £10m to market the launch of its IFA service The MarketPlace, with the aim of becoming the UK's leading IFA.
The service offers advice on investments, pensions, insurance and mortgages from B&B's 500 branches.
The campaign includes advertising on terrestrial and digital TV, in the national press, on the radio and a direct-mail campaign to two million consumers. It starts with TV advertising featuring a clothes shop only selling green suits, orange shirts and blue ties to deliver the message that high-street banks do not offer as much choice as IFAs.
Other images to emphasise this message about choice include a fish shop only selling salmon and a cinema only showing Groundhog Day.
To launch the press campaign, B& B bought up all the advertising space in one issue of The Independent newspaper to produce what it says is the first advertising-free newspaper. It says the strategy gave readers 40 per cent more editorial to reinforce the MarketPlace proposition “What's best for you, not us”.
Ongoing national press advertising will aim to build the MarketPlace brand and show the range of services available.
Radio advertising has been placed on 239 independent radio stations around the UK and a website has been set up at www.marketplace.co.uk.
Commercial director Ian Darby says: “How long would a supermarket last if it only sold own-label products? Banks have got away with that for years because consumers do not have a high street alternative. Now they do.”