Ludgate hired to put the ’wow’ into Abbey e-bank

Abbey National has appointed Ludgate Communications to handle PR for its soon-to- launch e-banking services. The contract, believed to be in excess of pounds 100,000, was appointed after a three-way pitch.

Abbey National has appointed Ludgate Communications to handle PR

for its soon-to- launch e-banking services. The contract, believed to be

in excess of pounds 100,000, was appointed after a three-way pitch.



The services are aimed at Abbey’s 15 million existing customers and will

allow them to pay bills, set up direct debits and transfer cash from one

account to another.



The launch is planned for late April and Ludgate hasbeen charged with

creating a ’wow factor’ campaign and maintaining interest in the new

service until the end of July, when its appointment will be reviewed.

Ludgate will also be overseeing the launch of the bank’s digital TV

services this summer.



Both the digital TV banking and the retail internet services will be

branded abbeynational.co.uk



An account team of eight will be headed by Ludgate’s strategic director,

Iain Anderson. The team will work closely with three in-house PR staff

and report directly to Abbey National’s media relations manager Lorna

Waddell.



A touring road-show featuring a model living room is one of the campaign

ideas being put forward by Ludgate. The living room would come complete

with interactive digital TV, WAP phone and on-line computer and would

allow press and consumers to ’touch and feel how the new Abbey National

services operate,’ said Anderson. An interactive CD, previewing the

services, was also an option. Abbey is also soon to launch cahoot.com,

an internet banking service for over-25s who do not need branch back-up.

Jackie Cooper Public Relations was appointed to oversee its launch in

February, with the service scheduled to go live in the next few months.



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