Working for the Thames Valley, Milton Keynes and Stevenage branch networks to raise awareness of Lloyds TSB's extensive activity in the region. Lloyds TSB is unusual in the emphasis that it places on promoting its activities using regional PR. A key part of our approach was to develop case studies on successful partnerships to demonstrate its customer support and to attract the attention of local media. One of the key challenges working with a national bank in a regional capacity was to position Lloyds TSB as local experts in order to attract new business deals in the vicinity. We achieved this through presenting creative story angles and building strong relationships with key regional business magazines and newspaper titles. : back