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Northern Trust Royal Progression Print Campaign

Northern Trust Bank is a leading provider of investment management and banking solutions for corporations, institutions and affluent individuals around the globe.

Challenge

The Northern Trust Royal Progression was planned following the events of September 11. This was a time when many people were highly concerned about traveling, especially out of the country.

Strategy

We wanted to show people the once-in-a-lifetime opportunity this trip presented. We created a multi-page brochure with a lavish, upscale look. We highlighted the places that the travelers would visit with large photographs and used metallic gold tones to add to its allure. Throughout the piece we focused on the trip’s exclusivity and uniqueness to further entice the bank’s top clients to purchase tickets.

Results

As a result of the campaign, the trip completely sold out.

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