The Challenge

Get broad coverage in the media for Scotiabank, in their agenda and achieve our spokepersons to become source of information.

The Solution

The media strategy took two different paths proactive and reactive, some of the executed actions are: press releases, setting up interviews, press conferences and immediate attention to queries.

The process requires the preparation of key messages, questions and answers and training to the spokespersons.

The follow up was key for obtaining results.

The Results

From November 2007 to October 2008 $1.502.661 were generated in publicity.

A total of 444 publications in press, television, radio and internet.

Scotiabank became source of information, our spokepersons positionned themselves as experts in the financial area.

It was positioned as one of the main private banks in the local market.