Family Month at RHS Gardens
ING Direct’s sponsorship of the RHS began when the bank was a relative new comer to the UK market. It had little exposure in the UK beyond its poster campaign and needed a more human face. Its core target audience matched very closely the RHS’ visitor demographic.
What better way then to promote its 'savings' message, than to partner Family Month during August in the RHS Gardens?
Thousands of visitors were expected to enjoy the fantastic range of events for all the family through the month. ING Direct created points around the gardens to help visitors explore: story telling in one area, face painting beside the restaurants, treasure hunts in the woodlands and last but not least, flower stilt walkers to welcome visitors as they arrived. All this was set within the RHS Gardens at the height of summer when colour and growth is phenomenal.
Exceeding expectations
ING Direct set extremely high targets to measure the success of the sponsorship. By the end of August, each of the targets had been shattered whether that be numbers of visitors or accounts opened and new funds under management. Brand awareness was also dramatically extended in its core target areas.