The Enterprise Zone

Your challenge is to devise a dynamic press campaign which promotes awareness of the RBS Group brand in the US.

Your client has told you they believe that 'actions speak louder than words'.

They have also said they want to reach people who have influence.

Work in a group to:

• Produce a proposal for the Chief Executive of RBS which shows all the details of the press campaign.
• Think of a message or slogan which promotes the bank. What are the most important qualities to communicate in this campaign?
• Decide who the target audience are and how they can be reached. What journals do they read, what do they watch, where do they go?
• Include reasons for your decisions. You may want to show storyboards and designs for commercials and print advertisements.