STATE FARM TARGETS CHINESE MARKET IN NEW CAMPAIGN
By Adnews Staff
State Farm Insurance of Bloomington, Illinois is introducing itself to the Chinese communities in Toronto, Los Angeles and San Fransisco in a new ad campaign. Television and print ads began running last week, while radio spots will break next week. The campaign, created by interTrend Communications of Torrence, California, is designed to build brand awareness and introduce the company and its products to the community, said Susan Woo, State Farm marketing associate. The company's English-language slogan, "Like a good neighbor, State Farm is there," has been rendered into Chinese meaning "Having a good neighbor, there's peace of mind every day." The current campaign will run until December, probably to return in January, said Woo. State Farm's past involvement with the Chinese community has included sponsorship of Chinese New Year celebrations, the Organization of Chinese Americans and the Toronto International Dragon Boat Festival.