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...