Nationwide Launches $27 M Advertising Campaign

NU Online News Service, April 14, 3:16 p.m.EDT? Columbus, Ohio-based insurer Nationwide said it islaunching its largest brand advertising effort to date, budgeting$27 million for "humorous" television and print ads in 15 regionalU.S. markets.[@@]

"The ads will raise the awareness of Nationwide as a leader ininvestments, retirement services and insurance," said the company'schief marketing officer Kathy Ricord. "We use humor as a way ofeducating people to plan for their futures now," she said.

Nationwide's campaign theme, "Life comes at you fast," focuseson people's physical changes as they mature during a time span of20-30 years, with changes sped up to take only a minute intelevision commercials.

The TV ads are scheduled to air on primetime shows, as well ason soap operas and various daytime programs, the company said.Print ads will be featured in a number of national publications aswell as on the Web and outdoor billboards.

Nationwide, an insurance subsidiary of Nationwide Financial,offers personal and commercial property-casualty coverage, lifeinsurance, and financial services. Other products include surpluslines, professional liability, workers' compensation and managedhealthcare.