1. Case Study: Bank of America at IMF
Market: Washington DC
Event: IMF - The Annual Meetings of the World Bank Group and the International Monetary Fund (IMF) each
year bring together central bankers, ministers of finance and development, private sector executives,
and academics to discuss issues of global concern, including the world economic outlook, poverty
eradication, economic development, and aid effectiveness. 10,000 people attend the meetings,
including about 3,500 members of delegations from the member countries of the World Bank and the
IMF, roughly 1,000 representatives of the media, and more than 5,000 visitors and special guests
drawn primarily from private business, the banking community and NGOs. In addition, World Bank and
IMF staff participates in the meetings with officials of government delegations.
Objective: To access and raise awareness to the world leaders attending about Bank of America’s global
solutions.
Opportunity: Branded Wrap wrapped around the FT with three days of distribution in the main hotels plus inside the
World Bank itself. The FT was distributed for free and included signage inside the World Bank’s retail
store that sells papers. An opportunity to display signs on easels were also offered.
Results: Being there is no way to access this audience other than branding Financial Times (the only newspaper
distributed) Bank of America was more than pleased with the opportunity to send a message to the
attendees.
Karen Begley Director of Corporate Partnerships Karen.Begley@ft.com 212 641 6475