Marketing Week also reported in an article published today that Scottish Widows will also run a campaign in August when the Beijing Olympics will be hosted.

 

Scottish Widows marketing director Mike Hoban said: “Our sponsorship of the Olympics is going to be especially helpful in the current economic climate.”

 

The move goes against predictions that financial services brands will reduce marketing budgets due to the credit crunch triggered by a downturn in the United States sub-prime market.

 

Hoban said: “We are increasing our investment in advertising because of the likely economic downturn.”

 

He says the Olympic sponsorship deal also adds to the perceived size and status of the brand.

 

Three Olympic-themed ads, created by Leo Burnett, will run.

 

They range from 20 to 50 seconds, feature young gymnasts and end with the brand’s iconic “Widow” character.

 

Scottish Widows, which is owned by Lloyds TSB, has also launched Olympic-themed digital campaigns and announced 1996 Olympic silver medallist Roger Black and Paralympian Sarah Storey as its 2012 ambassadors.

 

The full article can be read at http://www.marketingweek.co.uk/cgi-bin/item.cgi?id=59663&d=254&h=260&f=3.