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Media centre /
Press releaseNATIONAL SAVINGS AND INVESTMENTS LAUNCHES NEW TV ADVERTISING CAMPAIGN FRONTED BY SIR ALAN SUGAR25 July 2005
For the first time in six years, Premium Bonds from National Savings and Investments (NS&I) will return to Britain’s television screens on Sunday 31 July with an advertisement fronted by entrepreneur businessman Sir Alan Sugar. The TV advertisement will promote the fun and exciting element of Premium Bonds and shows Sir Alan Sugar against footage of a horse race, symbolising the opportunity and thrill of winning big. In contrast to racing, Premium Bonds offer the opportunity to win tax-free prizes - from £50 to £1 million each month - without risking a penny. Premium Bonds have soared in popularity in the past six years and currently £27 billion has been invested by 23 million people. The launch is timed to coincide with the first “Double Jackpot” Premium Bond monthly draw in August (announced in June 2005), in which for the first time, two £1 million jackpot prizes will be awarded, in addition to still over one million other prizes worth £72 million. The campaign represents NS&I’s first return to TV advertising for six years, and is designed to reach a wider audience to raise further awareness and interest in the dedicated savings and investments provider. The 150-year-old government-backed savings organisation offers a wide range of products suitable for everyone - from Index-linked Savings Certificates guaranteed to beat inflation to Premium Bonds which offer a fun way of investing money. NS&I products are available to buy over the telephone, internet and at Post Office™ branches. In addition, publicising savings shows how organisations like NS&I can contribute to encourage more saving in the UK. Premium Bond Developments
A second TV advertisement to promote Index-Linked Savings Certificates will follow later in the year. Sir Alan Sugar was chosen by NS&I to front the TV campaign because his credentials as an extremely successful self-made man fit with NS&I’s position as a safe, smart and straightforward savings and investments provider. Sir Alan Sugar’s profile will raise awareness and interest in NS&I as a highly relevant modern organisation, ideal for the twenty-first century saver and investor. Research among target consumer groups supported Sir Alan Sugar as the best choice to communicate NS&I’s messages, with savers indicating that they would respect his honesty and integrity. In NS&I’s advertisement Sir Alan directly endorses Premium Bonds with the words, “They’re great. I believe in them”. Sir Alan Sugar has donated his appearance fee to Great Ormond Street Children’s Hospital. Alan Cook, NS&I chief executive, said: “I am obviously delighted that Sir Alan Sugar is fronting the campaign. His reputation as a straight talking businessman means that he is the ideal personality to highlight the fact that NS&I offers a safe, smart and straightforward way to save. “Premium Bonds are one of Britain’s financial success stories. They certainly suit the national character, the sense of fun associated with winning tax-free prizes and all without putting any money at risk”. Other Premium Bond statistics
ENDS Notes to Editors 1. Screen grabs of the advertisement are available on request (in JPEG format). 2. NS&I is one of the UK’s largest financial providers, with a customer base of 26 million people and a record £69 billion invested. It remains unique in that it provides retail savings and investments that are 100% secure, backed by HM Treasury. Its total balance of funds now represents 18% of the national debt and NS&I is a part of the mainstream financial services industry. 3. Alan Cook, chief executive and Karen Jones, marketing director are available for interview.
Media team The numbers below are for media use only. Customers wishing to contact NS&I can find details here.
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