First Floridian Auto and Home Insurance Company, a personallines subsidiary of St. Paul Travelers, said it has changed itsname to Travelers of Florida.

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“The key component in our growth strategy is our ability tomarket our products and services with our agents, customers andpotential customers across the state,” said Nancy Baily, presidentof Travelers of Florida.

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Ms. Baily explained, “Branding is a critical aspect of thisstrategy. The new brand name will create more awareness in theFlorida marketplace due to Travelers' recognition as a highlyrespected national insurance company.”

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The theme for the change is “We Put Florida First.” Travelers ofFlorida, based in Tampa, said it plans to introduce a new autoinsurance product called Quantum Auto. The plan will consider agreater number of rating variables for a very refined, individualapproach to pricing, coupled with more coverage options.

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