Bank of America at IMF Case Study

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Branding opportunities with the Financial Times.

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Bank of America at IMF Case Study

  1. 1. BANK OF AMERICA Case Study
  2. 2. BANK OF AMERICA Campaign DetailsMarket: Washington DCEvent: IMF - The Annual Meetings of the the World Bank Group and the International Monetary Fund (IMF) each year bring together central bankers, ministers of finance and development, private sector executives, and academics to discuss issues of global concern, including the world economic outlook, poverty eradication, economic development, and aid effectiveness. 10,000 people attend the meetings, including about 3,500 members of delegations from the member countries of the Bank and the IMF, roughly 1,000 representatives of the media, and more than 5,000 visitors and special guests drawn primarily from private business, the banking community and NGOs. In addition, Bank and IMF staff participate in the meetings with officials of government delegations.Objective: To access and raise awareness to the world leaders attending about Bank of America’s global solutions.Opportunity: Branded Wrap wrapped around the FT with three days of distribution in the main hotels plus inside the World Bank itself. The FT was distributed for free and included signage inside the World Bank’s retail store that sells papers. An opportunity to display signs on easels were also offered.Results: Being there is no way to access this audience other than branding Financial Times (the only newspaper distributed) Bank of America was more than pleased with the opportunity to send a message to the attendees.
  3. 3. BANK OF AMERICA Campaign PhotosKaren BegleyDirector of Corporate PartnershipsKaren.Begley@FT.com212 641 6475

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