Lloyds Bank launches microsite to usher in new branding

"Today marks an important day in banking" states a campaign for Lloyds Banking Group breaking this morning, explaining how Lloyds and TSB will become "two strong, separate banks".

TSB The story: animated video is part of banking group's rebranding campaign
TSB The story: animated video is part of banking group's rebranding campaign

The campaign is timed for today’s rebrand of 631 Lloyds TSB and Cheltenham & Gloucester (C&G) branches as just TSB, while around 1,300 branches will be rebranded as Lloyds Bank.

The Lloyds ads, which are appearing across the national press, take the form of a letter from the group’s CEO, António Horta-Osório. The copy says. "TSB will once again stand proud on our high streets.

"Its roots go back to 1810 when the Reverend Henry Duncan believed local banking was an essential part of building strong local economies. That’s why today’s TSB will be a straightforward, balanced bank serving its millions of individual and small business customers, and the communities they live and work in."

Lloyds TSB and C&G customers are invited to visit one of two sites – TSB.co.uk/thestory or introducinglloydsbank.com, both of which explain what the changes mean for them.

The campaign coincides with a £30m national ad campaign for TSB, by Joint, which uses the slogan, "Welcome back to local banking".

Lloyds will relinquish its ownership of TSB through an IPO, after its proposed sale to The Co-operative fell through in April. It has been forced to sell the 631 branches by the European Commission.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).