- Digital Communications agency CMi has been appointed to handle all online activity as part of an integrated £20 million campaign to persuade consumers to put their money into investment trusts.
The marketing campaign by the Association of Investment Trust Companies, a trade body which promotes the investment industry, is part of an effort to demystify investment trusts and make them as accessible as other financial products, such as PEPs and ISAs.
The appointment of CMi completes the line of agencies involved in the project. The advertising for which will be created by the Radical consultancy.
CMi will build the 'its' website, the three letter acronym standing for investment trusts around which the whole campaign is being built. The website, located at www.itsonline.co.uk, is due to go live in October and will be supported by online advertising.
The site will play a central role in the campaign and will be fully integrated with other activity. The web address will appear on all advertising and promotional material and will act as a key source of consumer information and advice.
In addition to AITC advice customers will also be able to access AITC member websites, which carry information on various investment trust products.
Harry Parkes, deputy managing director of CMi, said: "The internet will play an essential and integral role in this campaign. The "its" site will be a highly interactive source of information on investment trusts and provide a comprehensive response and fulfillment channel."
The win is the largest to date for CMi, which also counts the British Army, PowerGen and Logica among its clients.