Cheltenham & Gloucester: We're here to make you richer

This paper is split into two parts. The first looks at TV corporate image campaign to improve distinctiveness and size. TGI cluster was used to identify customer segments and showed that the company lacked understanding and that growth was inhibited. Led to TV advertising in six regions resulting in increased awareness in the advertised regions, research proved that the key points were communicated. The second covers 1995 campaign to gain market share and drive mortgage sales. Problems with a sluggish housing market. C&G looked to promote a 'no strings' policy. Used TV as well as press, tested in various regions, 1994. TV in 1995 for 'Cash Gift' promotion. New mortgage share rose to 6.15% from 5.31%, evidence showed sales and corporate awareness rose with ad bursts as did phone enquiries. Ad periods estimated to have produced new business to the value of £638.5m