The Swiss Times - Swiss News in English

UBS Launches Image Polishing at Home Market

The Swiss banking giant UBS is launching a nationwide advertising campaign in Switzerland to improve its reputation. The campaign, which will be broadcast on television, in cinemas, in newspapers, online and on posters, will focus on the bank's commitment to responsible and conservative behaviour, in contrast to the Credit Suisse, which UBS took over in March. The campaign's slogan is "A Bank Like Switzerland", emphasising UBS's Swiss roots and its commitment to supporting the local community. The campaign will start digitally on YouTube, social media and UBS's own channels, before moving to television and cinema in the week of October 9th. It will feature no celebrities or UBS management, instead showing a variety of people in different settings, such as a cocktail party or restaurant, to create an analogy between UBS and Switzerland. UBS has also committed to continuing Credit Suisse's sponsorship contracts until 2025. The campaign is part of UBS's efforts to improve its image after the Credit Suisse takeover, and to reassure the Swiss public that UBS is a responsible and reliable bank. However, UBS still has a long way to go in restructuring the problematic areas of Credit Suisse and reducing costs.

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