Cumberland Building Society banks on Firework PR for brand building campaign

Cumbrian based building society, The Cumberland has appointed Firework PR to launch its exciting new Brighter Banking positioning. The work will initially focus on developing a 12-month PR and communications campaign to raise awareness of the brand outside of Cumbria for the company’s expertise in niche markets such as hospitality.

Headquartered in Carlisle, The Cumberland operates a branch network across Cumbria, South West Scotland, West Northumberland and North Lancashire. The company has begun a significant programme to drive its ‘Brighter Banking’ brand which focuses on making a positive difference to its customers, communities and people.

Nigel Taylor, Head of Marketing at The Cumberland, commented; “This is a very strategic project for us so it’s critical that we get the messaging right. We need to work with a partner which has experience in brand building and the development of compelling storytelling. Having worked with Firework previously, we appointed them because of their award-winning work in this area.”

Firework’s co-founders, Andrea Hounsham and Clare Wall, explained the significance of the win: “This is a very exciting campaign for us as it represents an area of communications that we’re particularly passionate about. While The Cumberland is part of the fabric of Cumbria, it is a relatively unknown brand outside of the county. With very authentic and positive stories to share, we’re really looking forward to creating a new narrative and a brand story for The Cumberland, one we’re confident will create the right impact.”

With extensive personal finance experience, the Firework team has previously developed campaigns for money comparison website, money.co.uk, AXA Insurance, More Th>an Insurance and Johnson Fleming pensions.

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