Royal Bank of Scotland

Direct marketing copywriter

ITEM: Customer mailing

CLIENT: Royal Bank of Scotland

OVERVIEW: Mailing to introduce premium gold cheque account to selected customer base

CHEQUE BOOK STYLE MAILER, FRONT COVER:

SIGN NOW FOR A NEW ERA IN FINANCIAL FREEDOM

P2/3:

SIGN NOW FOR THE GOLD CHEQUE ACCOUNT. IT'S DESIGNED FOR PEOPLE LIKE YOU

Now there’s a cheque account designed for people like you. The Gold Cheque Account from The Royal bank of Scotland.

It’s a cheque account we’ve introduced specifically to give you extra financial freedom.

With the potential to earn maximum interest on your balances.

And the marvellous convenience of banking by telephone. At any time of the day or night.

Please read on for more reasons why you should switch to a Gold Cheque Account.

Then sign for a new era of financial freedom.
•DIRECT BANKING
•£250 CHEQUE GUARANTEE CARD
•UP TO £450 DAILY CASH WITHDRAWAL LIMIT
•SWITCH CARD
•CREDIT INTEREST ON ENTIRE BALANCE
•AUTOMATIC TRANSFER OF EXCESS FUNDS TO YOUR CHOICE OF SAVINGS ACCOUNT FOR EVEN MORE INTEREST
• NO OVERDRAFT INTEREST OR BANK CHARGES WHILE IN CREDIT OR OVERDRAWN UP TO £100
•PREFERENTIAL OVERDRAFT RATES
•OPPORTUNITY TO APPLY FOR EXCLUSIVE GOLD MASTERCARD

P4/5: SIGN NOW FOR MORE CONVENIENCE

You’re a busy person. Your lifestyle makes many demands on your time – and on you. Which means you need a cheque account that can save you as much time and trouble as possible.

A Gold Cheque Account does exactly that. With facilities such as telephone banking and automatic transfers to your savings account, it is so much more convenient and flexible than a conventional cheque account.

P.6/7:SIGN NOW FOR TELEPHONE BANKING

You can also join Direct Banking, the Royal Bank’s 24 hours a day, 7 days a week, person to person telephone banking service.

Using Direct Banking, you can make your day to day transactions by telephone. From transferring money between your personal accounts to paying your regular bills. From requesting a balance to stopping a cheque.

What’s more, you can do it any time of the day or night. There’s no need to be restricted by normal banking hours. And you can call from literally anywhere – at home, the office, the golf club, even on holiday.

Just think ho much time and effort that could save you. And the service is entirely free of charge. For more details, call now on 0345 223 345.

P.8/9: SIGN NOW FOR REAL FLEXIBILITY

A normal cheque card sometimes imposes limits that are restrictive for people like you who deserve more flexibility and freedom. Both to make purchases and to withdraw cash.

Every Gold Cheque Account customer receives a gold Highline card – a multi-function card which gives you many benefits in just one piece of plastic.

IT’S A SWITCH CARD

You can pay for purchases quickly and conveniently wherever you see the Switch symbol. As there are no limits, you can make a payment for any amount, as long as there are funds in your account to cover it.

IT GUARANTEES CHEQUES UP TO £250

We’re sure you’ll appreciate the extra freedom of this much more realistic limit. Not to mention the extra convenience – now you can avoid making calls to your branch, or having to find extra ID.

IT LETS YOU WITHDRAW CASH UP TO £750 DAILY

Even in today’s world of plastic money, you still need cash. It’s comforting to know that with a Gold Highline card you can withdraw up to £450 daily from cash machines.

This is even more reassuring when you realise that you have access to more than 8,000 cash machines throughout the UK. Not just our own cash machines but Barclays, Lloyds, Midland and Bank of Scotland machines as well.

What’s more, your Gold Highline card is even an asset abroad. You can obtain cash equivalent to the £450 limit from over 6,000 machines in Spain, Portugal and Belgium.

IT’S A PHOTOCARD FOR EXTRA SECURITY

Let’s face it. These days we all have to be especially careful about security. Which is why we offer you this extra facility, entirely free.

Your photograph and signature can be lasered into your Gold Highline card. The evidence shows the significantly reduces the risk of fraud. You’ll also find a Gold Photo Highline card really useful if you ever need any ID.

To make your card a Photocard, simply tick the appropriate box on the transfer form.

P.10/11: SIGN NOW FOR GOLD MASTERCARD FOR EXTRA PURCHASING POWER WORLDWIDE

An exclusive benefit of the Gold Cheque Account.

You can apply for our prestigious Gold MasterCard, free of charge for your first year. It offers some very significant benefits.

For example, there is no pre-set spending limit. So you enjoy real purchasing power. You also enjoy an extra means of access to cash, in branches of The Royal Bank of Scotland and all banks displaying the Access or MasterCard symbols, both at home and overseas.

In fact, you’ll find the Gold MasterCard is accepted throughout the world. From Finland to Fiji, Spain to Singapore.

P.12/13: SIGN NOW FOR HIGH INTEREST

You know your money should always be where it can earn maximum interest.

A Gold Cheque Account can do this for you.

Credit interest on your whole balance

Most current accounts that pay interest do so in tiers. Which means you have to maintain relatively large balances to earn a reasonable rate.

The Gold Cheque Account pays our best current rate on your entire balance. What’s more, we calculate interest on a daily basis, not monthly or quarterly.

So you benefit even if you only keep funds in your account for a few days. And a monthly statement keeps you up to date with exactly how much interest you have earned.

AUTOMATIC TRANSFER TO A HIGH INTEREST SAVINGS ACCOUNT

Normally, if you want to earn maximum interest, you have to transfer funds to and from savings accounts yourself. Which can be inconvenient when you’re really busy.

Thanks to a sophisticated transfer function, your Gold Cheque Account can do this automatically for you. Simply nominate a balance above which you want funds to be transferred to a higher interest savings account – either our Gold Deposit or Gold 90 account – and leave it all to us.

Then just relax and enjoy the peace of mind which comes from knowing that your money will always be working hard for you.

Please note that the automatic transfer facility is optional and entirely free of charge for Gold Cheque Account customers. Simply tick the box on your transfer form.

P.14/15:SIGN NOW FOR PREFERENTIAL OVERDRAFT RATES

You don’t need to be in the black to benefit from a Gold Cheque Account. It also comes with an automatic overdraft facility of £500.

You can borrow more at preferential rates, subject to agreement with your branch. Written quotations are available on request.

NO INTEREST OR BANK CHARGES

When you are in credit or even overdrawn up to £100, you don’t pay any service charges. If you do exceed this limit, interest will be charged on the outstanding balance and there is a flat monthly charge of £10 to cover all your transactions.

So you always know exactly where you stand.

SIGN NOW FOR YOUR FINANCIAL FREEDOM

What does a Gold Cheque Account offer you?

The financial freedom you need – and deserve. The peace of mind of knowing that your money is always earning the best interest. The convenience of banking by telephone.

All without being charged a single penny, even when you are overdrawn by up to £100.

Dies it sound like a cheque account designed for someone like you? We hope so. In fact, we’d like you to sign for your exclusive Gold Cheque Account now – and claim all the benefits we’ve designed with you in mind.

You’ll find a simple transfer form with the accompanying letter. Please post it in the reply paid envelope provided.

P.16/17/18/19: SIGN NOW FOR THE GOLD CHEQUE ACCOUNT

TERMS & C0NDITIONS

LETTER:

INTRODUCING THE GOLD CHEQUE ACCOUNT

Dear Mr Sample,

Your Royal Bank of Scotland branch manager has suggested that you are a customer who would benefit from our exclusive Gold Cheque Account. This is a more flexible account introduced exclusively for customers such as yourself who have higher earnings or significant assets.

I’ve enclosed a leaflet with full details of the Gold Cheque Account and I would thoroughly endorse all the advantages it outlines. However, may I take this opportunity to highlight the following benefits in particular:
•Enhanced spending flexibility – you receive a Gold Highline card, which is a combined Switch card, £250 cheque guarantee card and £450 a day ATM withdrawal card.
•The opportunity to earn maximum interest, with interest paid on your entire balance, and the optional automatic transfer of excess funds to a higher interest paying savings account.
• The supreme convenience of Direct Banking – you can make transactions of excess funds to a higher interest paying savings account.
• Greater security – your photograph and signature can be lasered onto your Gold Highline card.
• Eligibility to apply for our no limit Gold MasterCard, with the first year free of charge.

I’m confident you won’t find a more appropriate cheque account. Just complete the transfer form attached and return it in the reply paid envelope. It’s all very simple. In fact, we don’t even have to change your existing account number, or alter any direct debits or standing orders you may have.

If you need any more information, please feel free to call me direct on 0131 523 4733 or ask at your branch.

I look forward to receiving your transfer form and to introducing you to the exclusive benefits of the Gold Cheque Account.

Yours sincerely

Signatory

Head of Money Transmission Services

PS. These days benefits such as telephone banking and greater financial freedom are more important than ever. Just a few minutes spent completing a form now can give you these exclusive benefits – at no extra cost.