CAMPAIGN SPOTLIGHT
Allica Bank: Here Is Where The Heart Is, a creative campaign
A regional brand campaign secures global coverage
About
Allica Bank believes Britain’s best businesses aren’t found in city skyscrapers – they’re in the towns and villages, at the heart of local communities.
With Here Is Where The Heart Is, the bank set out to champion the independent events that keep these communities and local economies thriving, celebrating the small businesses and local traditions that make Britain one of a kind.
The Brief
Our PR strategy with Allica Bank is to build their reputation as more than just a bank, but an integral part of the local econony. We took this message nationwide by sponsoring uniquely British events — from Pooh Sticks in Oxfordshire, to Town Criers in Warwickshire and all the way up to Scotland for Stone Skimming,
At each event, Allica built a visible and authentic presence. Aside from key branding activation tactics, such as the signature orange hats and banners, account managers were there on the ground to engage with local organisers, businesses, and visitors, and the team amplified these unique community events and stories of regional entrepreneurship through PR and media coverage.
The Results
The campaign has strengthened Allica’s brand as the bank that “backs Britain’s small businesses”. Their commitment to these regional events demonstrates that they offer more than the financial services powering local enterprise, but they also show up to support the communities.
We secured 40+ pieces of media coverage across regional press and national outlets, building awareness and trust among the bank’s target SME audience.
Beyond expectations, the events also gained international pick-up in titles such as The New York Times, New York Post, Reuters, and Dubai Week, demonstrating that Allica’s support for grassroots traditions resonated beyond the UK and turned a local initiative into a global story of community spirit.
“We’ve been working with Rosely Group since the start of this campaign 12 months ago, and it’s been incredible to see the results. Over the past year, we’ve travelled across the country, connecting with local communities and small business owners. Each event has strengthened our position as the bank that truly champions small businesses — proving the success and lasting impact of this PR campaign.”
