Lloyds TSB: Profiling International Customers

Lloyds TSB International is a global banking brand that offers offshore financial services, primarily to UK nationals who live overseas or travel regularly.

Lloyds TSB: Profiling International Customers

Rufus Leonard

Client: Lloyds TSB InternationalCategory: Internal Communications

Executive summary

Lloyds TSB International is a global banking brand offering a world class array of offshore financial services including:

  • International banking in Sterling, US Dollars and Euros
  • Offshore savings and investments
  • International mortgages

Their primary audience is UK nationals who live either full-time or part-time overseas, or who travel regularly outside the UK. The secondary target audience comprises non-UK nationals who prefer the security of a British bank over those in their country of origin.

Competition from other international banks and local rivals...

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