Swiss bank UBS has announced a global rebrand worth £37.5m in an attempt to resuscitate the brand which was badly affected by the global banking crisis.
The campaign, which hits the UK at the end of the month, will include TV, online and print material baring the bank’s new slogan “We will not rest”.
UBS wrote off more then $50bn during the credit crisis and is hoping the high profile marketing push will help it raise brand awareness among its key growth markets such as Asia, Middle East and Latin America, especially with it’s prized private banking customers.
As part of the rebranding campaign a sponsorship deal with Formula One had been announced and will be officially launched during the Singtel Singapour Grand prix this September.
UBS said it was attracted by the year round presence of Formula One and the branding and hospitality opportunities it would provide. Oswald Grübel, UBS group chief executive said, “UBS has been searching for a global sponsorship platform that has appeal to our clients, promotes our brand globally and makes good commercial sense. Our new partnership with one of the largest and most popular sporting organisations in the world will fulfill all these criteria.”
