TV Spots Plug Independent Agents
By Mark E. Ruquet
NU Online News Service, Feb. 11, 3:48 p.m. ?Independent agents will become celebrities this month, at least for 30 seconds in the evening, as the "Trusted Choice" label takes to the airwaves.
The Alexandria, Va. – based Independent Insurance Agents of America said the agent branding initiative, "Trusted Choice," will begin a four week advertising campaign in two pilot markets beginning Feb. 25 and running through March 24.
Thirty-second commercials are to be aired in Louisville, Ky., and the Seattle ? Tacoma, Wash., markets several hundred times during top-rated network programs, highly rated local news programs and other spots.
Nationally, the spots are scheduled to run March 11 to 15 during CNBC's "Hardball with Chris Matthews."
The "Trusted Choice" initiative was launched last year to inform consumers about the multi-faceted role independent agents can play to provide insurance and act as financial agents and advisors.
Jeffrey A. Myers, the association's vice president, public affairs, said the commercials will not be reminiscent of the commercials where the actor Raymond Burr, speaking for independent agents, intoned seriously on their benefit to the public.
The new commercials will instead be a mix of humor and seriousness designed to inform the audience that agents offer what consumers are looking for when it comes to insurance: choice, customization and advocacy, he said.
IIAA also announced that Ohio Casualty Corp., a holding company of The Ohio Casualty Insurance Company of Fairfield, Ohio, and Summit Insurance Company of Providence, R.I., have joined the association in its branding initiative.
Other companies who have joined in the branding campaign include Safeco, MSA Group, Progressive, Encompass Insurance, Selective Insurance Group, MetLife Auto and Home, and The Hartford.
For an annual fee, agencies can use the "Trusted Choice" logo in their agency and consumer market. In turn, they become part of a marketing campaign designed to make consumers aware of the agent's value to them.
Consumers are also directed to the "Trusted Choice" Web site for information and an agency locator system.
More information about the program is available at www.TrustedChoice.com.
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