Access Bank, one of Nigeria’s largest and fastest-growing full-service banks headquartered in Lagos, is embarking on an advertising and sponsorship campaign on CNN International to raise awareness of its brand in global markets. A bespoke campaign will see the Access Bank brand feature prominently across CNN platforms through spot advertising, digital presence and the sponsorship of the inspirational new vignette series Passion to Portfolio. Launching on November 24, the campaign will position Access Bank amongst CNN’s unrivalled audience in Africa and internationally as the pre-eminent provider of business, corporate, commercial and private banking. The sponsorship of the year-long Passion to Portfolio series is the main element of the campaign. This will see Access Bank billboards appear before and after every installment of the weekly vignette series, which will air every weekday during major CNN programmes – The Business View with Nina Dos Santos, CNN Newsroom, World Business Today, International Desk and Quest Means Business. The editorial content of the series will feature inspiring individuals from all over the globe who have found commercial and personal success through the pursuit of their passions in life. This could be entrepreneurs whose passions have become their careers or people who have hobbies that are lucrative investments or businesses. The sponsorship includes exclusive advertising on a Passion to Portfolio microsite on CNN International’s hugely popular website, and is supplemented by the 30” and 60” spot advertising campaign.
“Access Bank will showcase its credentials internationally by aligning its brand message of supporting entrepreneurship and small and medium businesses in Africa with the inspirational editorial content of Passion to Portfolio” said Antonio Canto, Vice President, Advertising Sales, CNN International.
“The combination of the scale of the CNN platform and the engaging nature of the associated sponsored content will drive Access Bank’s aim to position its brand on a global stage. It is refreshing to see a major African brand sponsor a series with a global editorial remit, and I’m certain that Access Bank will see real results from working with CNN on such a strategic integrated campaign.”
Access Bank Group Managing Director, Herbert Wigwe, commented: “Although Access Bank has grown from nothing just over a decade ago to one of Nigeria’s largest banks today, our growth aspirations have never slowed down. We are servicing a record number of customers and we want to bring the Access Bank promise of Speed, Service and Security to even more people, both in Africa and beyond. The CNN campaign is part of these aspirations, helping us to reach new audiences and to open up a new chapter in our history.”