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he National has launched a new marketing campaign with the theme: 'Financial solutions. For life.'. The new campaign is being launched on television this week, supplementing the print advertising that has already been seen by many thousands of Australians. Mr Edward Goff, the National's General Manager, Business Development and Strategy, said that the new campaign is a result of the National's ongoing research to determine the needs of customers, and in particular what customers are looking for in a brand. "The National has a strong, well recognised brand. Our research with customers and staff showed that while our brand was solid, dependable, professional and trustworthy, we needed to show greater empathy, and to be more responsive and caring. "Our new television and print commercials with the strapline 'Financial solutions. For life.' is a natural evolution of our 'Tailored financial solutions' strategy. The new campaign, however, highlights the National's commitment to understanding the needs of the customers in depth. "'Customers don't aspire to a home loan or a business loan, they aspire to a family home or a thriving business. We are committed to understanding all our customers' life aspirations - and then delivering financial solutions that let them be realised," added Mr Goff. The new campaign will also reach beyond the marketing of the National's products and services, to include product renewal, transparency and simplicity in pricing, and revitalization of the National's touch points, including ATMs, branches, Internet and telephone banking. The National is committed to building its role in the community, and in particular supporting staff in using community leave to support local events.
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