An extensive campaign to promote Bank of New York Mellon (BNY Mellon)’s involvement in the Boat Race, which has been taking place for the last 159 years.
The objective was to drive awareness of the sponsorship and to encourage graduates to consider BNY Mellon for a career in banking.
7 teams were in situ to capture the best footfall and engage with the public, handing out branded Flags and BAMBAMS in the theme of Oxford / Cambridge Blues.
There was also a collection for the Princes Trust. Prior to the activity, the teams visited the London offices of BNY Mellon to create a hype by distributing promotional items in the form of desk drops and in the canteens.