09 Aug
Charter One score an ace with joint marketing
When the Royal Bank of Scotland Group signed a deal last year to become one of the PGA of America’s two top sponsors, the Detroit headquarters of RBS subsidiary Charter One saw a chance to spin marketing gold.
The tournament is the final of the PGA’s annual four majors, drawing worldwide interest. So, Charter One President Sandra Pierce and her executives went to work earlier this year on how they could capitalize on their parent company’s involvement in the championship.
The result was a multilevel marketing campaign that links Charter One to RBS and the tournament.
Tags: amp, joint marketing, majors, Marketing, marketing campaign, pany, subs, subsidiary