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TV and radio executions fronted by yachtswoman Ellen MacArthur will focus on two initiatives to make Derbyshire's products more transparent.

The first, launching later this year, is the Fairness Forum, which allows customers to challenge issues relating to Derbyshire services.

The second is RateWatch, a monitoring service that will track the interest rates of up to 300 competitors on a daily basis to ensure that Derby-shire customers receive a competitive deal.

The campaign, created by ad agency CCHM, will be rolled out in two stages, with the initial activity breaking on TV this week. The second stage will run on radio and online, and will be supported by direct marketing.

The Derbyshire Building Society has 52 branches across the Midlands.