Branding Case Study

Lloyds TSB

Wild Swans Release

Knifedge represent the interests of Australian record label ABC Classics in the UK. Working with the distributor Coda, it looks after distribution, press, publicity and marketing for the label and its artists.

Elena Kats Chernin’s ballet suite ‘Wild Swans’ was initially released in the UK in 2006, and Lloyds TSB chose one of the tracks from the suite, ‘Eliza Aria’ as the music for its 2007 animated TV advertising campaign ‘For the Journey’. The public soon picked up on the track and Lloyds were inundated with enquiries from people wanting to know what the music was.

Knifedge worked with the publisher, distributor, Lloyds TSB and their ad agency to maximise exposure for the disc itself, and to capitalise on its increased profile. This included coordinating the UK manufacture and re-release of the album with a new cover - one of the stills from the advert - and a sticker flagging up the music as that from the Lloyds ad. A poster was designed and printed for in-store displays, and large blow-ups of the new cover were prominently displayed in HMV’s flagship London stores.

The disc was presented to the radio and music press and the story was covered in Classic FM, Classical Music Magazine, the HMV Choice Magazine and on Radio 1. The track was also made available on iTunes, where it remained in the top downloads chart for some time.