RBS/NatWest
Challenge: To strengthen the reputation of RBS/NatWest, using its Personal Finance Education programme ‘MoneySense’ as a tool to generate positive media coverage.
Solution: The MoneySense Panel Research 2010; an Authority Report, which was rolled out to media and key stakeholders enhancing the Bank’s reputation as an expert in personal finance.
Result: The Report generated 130 pieces of positive news and features coverage, and its success both internally and externally has fuelled a longer-term programme of media relationship building around other Community Investment schemes at RBS, building its expert position and helping to counter negative perceptions about the business.
