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9 April 2024

La Trobe Financial launches new campaign in first work via Bastion

Grandpa's Gift La Trobe

La Trobe Financial, has released a new marketing campaign, `Grandpa’s Gift’ developed by creative agency Bastion.

La Trobe is one of Australia’s oldest and leading financial brands specialising in asset management and real estate lending solutions. Grandpa’s Gift is the first new campaign in years for the long-standing institution, representing a shift in approach from product centric to human centric, aligning with their ethos of helping Australians with the financial independence to access their dreams.

The integrated campaign will see a range of assets run across television, print, display, social, radio and out of home, from April 8.

“For over 70 years our clients have relied on us to look after them, so they can look after those they love,” said La Trobe Financial CEO, Mr Chris Andrews.

“With this as our foundation, we have created a campaign that we think truly captures the hearts of our investors. It depicts, in a beautiful way, our investor base and puts the focus on those who are seeking a prosperous future and a dignified retirement.

“The campaign celebrates a life of well-managed investment choices that affords freedom in later years. It shows a connection between generations and taps into our universal desire to care for our families through everyday acts of kindness. We are one of Australia’s leading retirement income providers and this campaign captures the people we serve in a very heart-felt, human way.”

La Trobe Financial appointed Bastion as its creative agency in late 2023, after a competitive pitch process.

Bastion Creative’s Chief Creative Officer, Simon Langley said “In a world of golf, convertibles and walks along beaches at magic hour, this takes a different approach in tone and message - capturing the importance of having the funds not just for your retirement, but to be able to provide for or treat those you love. “

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