BPP needed to target city employees working for financial institutions to promote their high quality, niche range of specialist courses on offer. An integrated campaign was devised with comprehensive online coverage across major financial web sites, plus outdoor exposure in key localities including DLR tube panels and posters within the key stations in the City of London.

In the current economic climate, prospects needed to understand in an instant the value of investing in a qualification and what benefits it would bring to them. With a proposition of 'maximise your value', messaging emphasised improved performance and career prospects through investment in personal development.

A captivating creative theme uses currency graphics, the visual language of the target audience of city traders. Main headline 'Safer than Gold' taps into the well-known adage within the financial markets that it times of erratic trading, gold is a safe bet.

www.bpp/pd