Close Brothers

The banking and wealth management group gifted EXPLORE – our travel and dining experts’ 98-page guide to the UK’s finest holiday destinations – to its key investors.

The brief

The 145-year-old group wanted to build on its financial content offering by delivering relevant and timely lifestyle editorial.

Our solution

Ten’s travel operations team identified that, due to restrictions on international travel during the pandemic, there was a burgeoning demand for British staycations among high-net-worth individuals and their families.

Our content specialists proposed a premium–quality coffee–table book to inspire UK travel and reflect the qualities of sound advice and distinguished service in the Close Brothers brand.

The resulting publication explored 10 major regions from Cornwall to the Scottish Highlands, collecting 70 of the country’s finest sights and experiences, alongside 80 destination restaurants – as recommended by our London-based travel and dining experts.

Services

Strategy | Digital | Print

The impact

With a print run of 10,000 for the book, Close Brothers reported excellent feedback and an increase in investment. The bank subsequently increased the role of lifestyle content in its communications by commissioning seasonal travel and dining articles from Ten to complement the financial features in its biannual magazines.