Lloyds TSB: Profiling International Customers

Rufus Leonard

Client: Lloyds TSB International
Category: 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 in foreign markets is fierce, and the marketing resources for International are modest, relative to the retail 'punch' of Lloyds TSB in the UK. All of which makes the recruitment of new customers a real challenge.