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Pan-African banking groupBanking2010

An African bank, met at the arrivals gate

Airport domination across Heathrow and OR Tambo, positioning a Nigerian bank as an international one at the point where the audience lands.

On site

  • GTBank’s “Proudly African, Truly International” fascia running the width of the arrivals concourse at OR Tambo, Johannesburg.
  • GTBank “African brand. International standards.” panel along a Heathrow corridor.
  • GTBank “First African Bank, First Nigerian Company listed on the London Stock Exchange” lightbox under the Heathrow baggage reclaim gantry.
  • GTBank “Proudly African, Truly International” lightbox beside the Arrivals and Baggage Reclaim gantry at Heathrow.
  • GTBank banner above the empty carousels in the OR Tambo baggage hall.
  • GTBank fascia running above the banking machines in the OR Tambo arrivals hall.
  • GTBank billboard on the terminal approach road at OR Tambo, Johannesburg.

Campaign photography recovered from the company profile archive.

International hub airports
2
Arrival, departure and roadside sites
5+

The challenge

The bank had listed on the London Stock Exchange and operated across five countries, but outside its home market it still read as a regional institution. The claim it needed to make, African in origin, international in standard, is one nobody believes from a press release.

What we did

We placed it where the claim proves itself: the arrivals halls, baggage reclaims and transit corridors of two international hub airports, in London and Johannesburg, alongside roadside placement on the approach to OR Tambo. Message production, installation and maintenance were run in-market at both ends.

The outcome

The bank held continuous visibility at both hubs, and the programme became the basis of a global branding offer the company has since run for other clients in the UK, South Africa and Dubai.

Next project

Twenty sites, two terminals, twelve months

Leading Nigerian commercial bank