MEDIA: Bank title aimed at top customers

The Royal Bank of Scotland is trying to foster greater customer loyalty among its more affluent account holders with the launch of a glossy A4 customer magazine.

The Royal Bank of Scotland is trying to foster greater customer loyalty

among its more affluent account holders with the launch of a glossy A4

customer magazine.



Royal Bank Gold is being written by the bank’s in-house team, edited by

John Mayes and will be produced by Edinburgh-based design agency

Marketing Advantage. It will be posted quarterly to the bank’s 130,000

Gold Cheque Account customers.



The perfect-bound, general interest magazine will carry news updates,

features, money matters, competitions, offers and third-party

advertising.



‘The magazine is not specifically designed as a major response mechanism

but as a reward to demonstrate to our Gold Cheque Account customers that

they are especially valuable to us,’ says Frank Kirwan, the bank’s

director of UK retail banking.



Royal Bank of Scotland Gold Cheque Account holders must have a gross

salary of pounds 30,000, joint salaries of pounds 45,000 or assets of

pounds 200,000.



* A RSGB survey of 1,017 adults, commissioned by contract publisher

Beyond Communications, has found insurance companies that provide a

customer magazine are three times more likely to be perceived as

communicating very well than those companies that don’t. Banks and

building societies which provide a magazine are 50 per cent more likely

to be regarded as good communicators.



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