Inscape, Abbey National's new wealth management service, launches its first national ad push this week covering press, posters, radio and the internet.
The campaign slogan is “Wealth management for the privileged many”, reflecting Inscape's target audience of the four million people in the UK who have at least £50,000 to invest.
Inscape says it will offer this growing market the level of individual attention usually res er ved for the very wealthy.
A network of Inscape advice centres is to be opened where relationship managers will be available to meet clients seven days a week.
Portfolios will be tailored to meet clients' needs, drawing on Inscape's access to fund managers worldwide.
Ads focusing on the differing needs and attitudes of inv estors will run in financial magazines, nat ional broadsheets and reg ional newspap ers.
Inscape advice centres are based in Birmingham, Leeds, London, Watford, Brom ley and Manchester.
Posters featuring images of potential Inscape custo mers will be displayed on roadsides, on the rail network and in taxis.
Five radio ads will go out on various stations. Each ad features an imaginary conversation between an Inscape adviser and client. Online advertising will app ear on lifestyle and financial websites.
Marketing director Jeff Scott says: “Inscape resp onds to the fact that we have a much more democratic distribution in the UK now and a legitimate demand for high-quality face-to-face advice. The assets of the mass affluent are forecast to grow from around £600bn today to £1trillion by 2003.”