Zürcher Kantonalbank Österreich AG is a private bank based in Salzburg and Vienna, focusing in particular on the professional care of high-net-worth individuals, families, foundations and companies in Austria and southern Germany. It is a subsidiary of the Swiss universal bank Zürcher Kantonalbank.
Client
Zürcher Kantonalbank Österreich AG
Location
Vienna, Austria
Industry
Banking & finance
Services
- Content strategy
- Events
- Branding & positioning
- Public relations (PR)
Overview
Challenge
Private banking is a service offered by many banks and, at first glance at least, it is interchangeable. It is very much about trust and personal connection. Before our collaboration, which began in early 2016, Zürcher Kantonalbank Österreich AG had hardly any presence in mass media. The goal was to raise awareness of Zürcher Kantonalbank Österreich AG among the general public and especially in its relevant target group. The brand was to be linked more strongly than before with investment expertise and personal relationships.
Solution
When people in Austria think of private banking, they should (also) think of Zürcher Kantonalbank Österreich AG.
To achieve this, alongside continuous presence in trade media, we aimed from the outset for articles, interviews and quotes in mass media such as daily newspapers, business magazines and suitable thematic focuses (e.g. private banking specials). The investment expertise and the values the bank stands for were to be communicated and emphasised throughout. Our tools were press releases, comments on the current capital market environment, and personal and telephone interviews that we organised. We prepared supposedly elitist private banking topics in such a way that they became relevant to a much larger target group, and therefore to major media. In addition, selected financial journalists were invited to the private bank’s events so that they could get an even better feel for the firm and strengthen the connection.
Impact
From early 2016 to autumn 2018, a total of 600 articles about Zürcher Kantonalbank Österreich AG appeared in Austria and Germany.
These included repeated coverage in renowned media such as Der Standard, Die Presse, Salzburger Nachrichten, Kleine Zeitung, News, Börsianer, Gewinn, Handelsblatt, Südseiten, Das Investment and Private Banking Magazin.
Ad Value of €1.5 million – had Zürcher Kantonalbank Österreich AG booked all editorial articles as advertising space, they would have cost €1.5 million.