Lloyds TSB to feature young athletes in regional campaigns

by Ed Kemp Marketing 19-May-08, 14:35

LONDON - Lloyds TSB, which became the first Official Partner of the London 2012 Olympics in March 2007, will feature promising young athletes in regional and local marketing campaigns as it begins to leverage its £80m partnership deal.

The 'Local Heroes' scheme, which is being launched in partnership with SportAid, will see more than £1m given to young athletes across Britain in the build up to the Games. Lloyds TSB will donate up to £1,000 to 250 emerging young sportspeople in the run up to London 2012.

'Lloyds TSB Local Heroes' is the high street bank's first initiative to 'deliver its London 2012 vision of inspiring and supporting young people, businesses, and communities across Britain'.

As well as receiving financial support a number of the 'Lloyds TSB Local Heroes' will also feature in their own Lloyds TSB regional and local advertising campaigns. The ads aim to raise the athletes' profiles in their local communities, and to encourage local people and businesses to support them. The bank will also provide extra support by offering guidance on financial planning and money management.