X FACTOR viewers will on Sunday night see Halifax bank workers singing the praises of the business.
The Halifax Community Choir is launching a multi-million pound advertising campaign to revitalise the bank’s image.
The 100-plus choir will become a regular feature on TV over the coming weeks.
Several Halifax-based workers feature in the adverts with the message: “The people who give you extra.”
The choir sing new arrangements of A Hard Day’s Night and I’ll Be There which champion Halifax products and services.
Prominent Sunday slots are before X Factor, during the England v Georgia Rugby Union World Cup and during Downton Abbey.
More than 500 staff auditioned for the choir across the UK.
Brendan Myers, 26, a banking advisor at Commercial Street, Halifax, was successful and is looking forward to spotting himself on TV.
He said: “I have always been interested in singing.
“The adverts will be serious and service based, which will do well for the brand and the reputation of Halifax.”
Halifax Community Bank Group Director David Nicholson said it was an exciting time for the business.
“We want to offer something different to the big banks and give customers great value, great products and an incentive to move to us.”
He said the community theme was important as people were at the heart of the business.
“We are revitalising the Halifax and shaking up the High Street and are committed to Halifax as a centre where we have 6,500 staff.”
Mr Nicholson said some jobs would change as the bank continued to integrate its operations.
“But we are committed to retraining people and using Halifax as a major hub.
“Times have been uncertain over the last three years but the business is on the up and that is great for Halifax.”
Mr Nicholson is hopeful the choir will perform in Halifax as it promotes the brand around the country.
And the choir will be hoping they gain the same fame as Howard Brown, the bank employee who became a household name as the face of the Halifax.
The campaign will feature new and existing offers and 1,000 workers will be nominated “Bright Sparks” in branches to develop simple initiatives to benefit customers.
The huge investment follows Lloyds Banking Group’s review in June when chief executive Antonio Horta-Osorio said he was committed to revitalising the Halifax.