Nationwide Launches $27 M Advertising Campaign
NU Online News Service, April 14, 3:16 p.m. EDT? Columbus, Ohio-based insurer Nationwide said it is launching its largest brand advertising effort to date, budgeting $27 million for "humorous" television and print ads in 15 regional U.S. markets.[@@]
"The ads will raise the awareness of Nationwide as a leader in investments, retirement services and insurance," said the company's chief marketing officer Kathy Ricord. "We use humor as a way of educating people to plan for their futures now," she said.
Nationwide's campaign theme, "Life comes at you fast," focuses on people's physical changes as they mature during a time span of 20-30 years, with changes sped up to take only a minute in television commercials.
The TV ads are scheduled to air on primetime shows, as well as on soap operas and various daytime programs, the company said. Print ads will be featured in a number of national publications as well as on the Web and outdoor billboards.
Nationwide, an insurance subsidiary of Nationwide Financial, offers personal and commercial property-casualty coverage, life insurance, and financial services. Other products include surplus lines, professional liability, workers' compensation and managed healthcare.
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