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Barclays is to continue the 'Big' theme of its recent TV

advertising in its most comprehensive integrated campaign ever.

The high street bank is using direct mail, posters and in-store

promotions to develop its 'a big world needs a big bank' idea, created

by Leagas Delaney. The through-the-line work will use the line 'because

we're big, we're always working for you and we're always breaking new

ground'. It is the first time the brand has brought together an

all-customer mailing, branch activity and above-the-line advertising on

this scale.

The direct mail campaign targets Barclays' eight million current account

holders from June 13, and is the biggest mailing undertaken by the bank

for more than three years. Created by Presky Maves, the mailing will be

personalised depending on what products the customer has purchased in

the past, but every mailing will enclose a copy of a brochure outlining

initiatives being introduced. Triangle has created in-store promotions

for 1700 stores, with outdoor poster advertising by Leagas Delaney.

Creative work carries images of people taking part in extreme sports

such as rock climbing and desert sand surfing, which aims to tie-in with

the theme that the bank is launching a range of ground-breaking

products.

Dominic Facci, head of new product development, current accounts, at

Barclays, said: "We're taking the 'Big' advertising another step closer

to the customer. Big can be scary and the key now is to be close."

Barclays received public criticism when the 'Big' ad campaign launched,

as it coincided with widespread branch closures. Another improvement

highlighted in the new campaign will be the extension of opening hours

at 84% of its branches, in some cases to include evenings and Saturday

afternoons. Over the next two years, more than 1400 branches plan to

increase their Monday to Friday opening hours and 314 branches will be

open all day on Saturday.

New benefits of the service being flagged up in promotions include the

scrapping of overdraft charges, instant cashing of cheques, personal

loans based on how you manage your account and the opportunity to apply

for an overdraft online.