A regional insurance carrier is airing Trusted Choiceadvertisements in the New England area–the first carrier to tie theindependent agent branding campaign to its company and agentrepresentatives through TV ads, an agent's group said.

The Independent Insurance Agents & Brokers of America saidJacksonville, Fla.-based insurer The Main Street America Groupbegan airing the Trusted Choice advertisements this month topromote its insurance products and services, offered exclusivelythrough independent agents.

The company is the first carrier to run Trusted Choice TVadvertising in a local market, the Alexandria, Va.-basedassociation said.

The ads will air throughout August and September in the Keene,N.H., market.

The company was founded in Keene in 1923 and still has itslargest office there.

The ads will be featured on several prominent cable networksincluding CNN, Fox News Channel, CNN Headline News and the NewEngland Sports Network during Boston Red Sox games.

“We are extremely excited about this new advertising programbecause it will expose even more consumers to the Trusted Choicebrand,” says Main Street America Chairman, President and ChiefExecutive Officer Tom Van Berkel, who makes an appearance in thepromotions.

Trusted Choice was launched in 2001 by the IIABA and severalindependent agency companies to promote the brand and benefits ofindependent agencies and brokers.