As Ghana’s second oldest bank, the institution had successfully embarked on a modernization drive, but there was still a lingering perception: old-fashioned, sluggish, and out of touch with the modern world. This wasn’t where the bank wanted to be, especially as it sought to attract a new generation of customers who value innovation and agility.

The rebranding effort presented another challenge—dropping “Ghana” from the bank’s name. This led to widespread confusion among customers and the general public, raising questions about whether the bank was still a truly Ghanaian institution.

From a corporate strategy level, the bank was determined to reaffirm its Ghanaian roots and needed a compelling way to communicate this to both its staff and customers. We saw an opportunity where no one else was looking: Ghanaian tourism. With a noticeable decline in interest in local tourism, we decided to channel the bank’s message through a campaign that would reignite passion for Ghana’s rich cultural heritage and natural beauty.

We leveraged a powerful yet often overlooked tool—the bank’s annual calendar, which was widely distributed among branches, staff, and customers. What was once a mundane item became a dynamic piece of communication. Each calendar featured a stunning landscape from one of Ghana’s regions where the bank had a presence—covering all corners of the country. But the magic happened when the image was scanned with a smartphone, transforming into an immersive experience that brought the region’s forgotten tourist sites to life.

To further solidify the bank’s message, we extended the campaign’s reach into foreign media, showcasing Ghana’s beauty on an international stage and reinforcing the bank’s commitment to its homeland.

This innovative approach not only reconnected the bank with its roots but also renewed customer pride and interest in Ghanaian tourism. The dynamic tourism calendars were such a success that they have been renewed for three consecutive years, turning what was once a simple giveaway into a powerful symbol of national pride and modern innovation.