Women’ s Banking Plan

Situation:

• Caixa Catalunya wished to present their new ‘Woman’ programme to the major women's magazines in Spain, with the aim of communicating the programme to their target audience, women between 30 and 55 years old.

Objectives:

• To position Caixa Catalunya as a pioneering financial company in Spain due to the creation of the first women's banking service
• To introduce Caixa Catalunya to a new group of media, women's press, that do not normally cover news from this sector, and achieve maximum media coverage.

Solution:

• The celebration of a ‘Woman’ programme presentation act exclusively to women's press in the Caixa Catalunya headquarters in Madrid.  The act was followed by a lunch served by the well known caterers El Bulli.
• Follow on communication campaign including further information relating to the programme in order to position  Caixa Catalunya with the concept of women's banking with the women's press.

Attendees:

• 23 journalists

Results:

• 21clippings
• Audience: 2,7 millions ROI: 1,58

Place & date:

• Madrid
• 9th June 2009 (act) & six month comms. plan.