By Gillian West

Yorkshire Building Society (YBS) has worked with creative direct marketing agency Soul to craft a new campaign announcing its sponsorship of the Tour de France Grand Depart as part of the building society’s 150th anniversary.

Spanning TV indents, press ads, branch collateral, 48 and six sheet posters as well as in-branch posters, the creative focuses on the glories of Yorkshire with super-size posters communicating Yorkshire as the ‘most beautiful race track in the world’ targeting cyclists heading out of Leeds and into the countryside.

Anna Higgins, customer marketing manager, commented: “This is a special year for us as we celebrate Read full story ›

Source: The Drum