From today (Thursday), first direct customers can receive free products and services in Covent Garden by presenting their account cards to partner brands. These include Caffe Nero, Vidal Sassoon, Spex In The City and the Cambridge Theatre, where customers can receive tickets to Jerry Springer - The Opera.
If successful, the concept will be rolled out across other cities in the UK.
First direct commercial director Peter Simpson said: "We're aiming to highlight to (our customers) and other banks' customers that they can benefit in a variety of ways by being with first direct."
Press advertising appeared in yesterday's (Wednesday's) Metro and Evening Standard. Text messages are being sent today to customers living in London and the surrounding area. The campaign was created by brand consultancy Dave and is part of first direct's 'join the better off set' marketing strategy, used to sell offset mortgages.