Branding opportunities with the Financial Times.

1. BANK OF AMERICA Case Study

2. BANK OF AMERICA Campaign Details
Market: Washington DC
Event: IMF - The Annual Meetings of the the World Bank Group and the International Monetary
Fund (IMF) each year bring together central bankers, ministers of finance and
development, private sector executives, and academics to discuss issues of global
concern, including the world economic outlook, poverty eradication, economic
development, and aid effectiveness. 10,000 people attend the meetings, including about
3,500 members of delegations from the member countries of the Bank and the IMF,
roughly 1,000 representatives of the media, and more than 5,000 visitors and special
guests drawn primarily from private business, the banking community and NGOs. In
addition, Bank and IMF staff participate in the meetings with officials of government
delegations.
Objective: To access and raise awareness to the world leaders attending about Bank of America’s
global solutions.
Opportunity: Branded Wrap wrapped around the FT with three days of distribution in the main hotels
plus inside the World Bank itself. The FT was distributed for free and included signage
inside the World Bank’s retail store that sells papers. An opportunity to display signs on
easels were also offered.
Results: Being there is no way to access this audience other than branding Financial Times (the
only newspaper distributed) Bank of America was more than pleased with the opportunity
to send a message to the attendees.

4. BANK OF AMERICA Campaign Photos
Karen Begley
Director of Corporate Partnerships
Karen.Begley@FT.com
212 641 6475