Howard Moody, group director of communications for RBS, the world’s sixth largest bank, said: “The RBS Group has now reached a scale in both size and international reach where a step change in our profile is required to ensure that our brand recognition keeps pace with the reality of where our business is.
“There is no silver bullet to deliver such recognition: we already invest in TV and print advertising in the US, airport branding and a variety of prestige sport sponsorships.
“The logical next step was to find a property that gave us a truly global reach in a quality format. Formula One was assessed against a number of other international brand-building options. Its reach through TV audiences presented the best investment for building the RBS brand in terms of round the year TV airtime value, offering approximately three times the size of the Superbowl TV audience - every fortnight. ”
The BMW WilliamsF1 team principal, Frank Williams said: “[RBS] join an impressive list of leading global brands who have also recognised the commercial value of investing in Formula One to build awareness.”
