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Manulife Financial begins television campaign

Manulife Financial has begun a new television campaign for its CoverMe Guaranteed Issue life insurance product. The campaign, developed by Northern Lights Direct Response of Toronto, consists of 120- and 60-second commercials aimed at consumers between the ages of 40 and 75. "Through our longstanding partnership with Northern Lights, we have found direct response television to be instrumental in both fostering our brand and delivering a measurable ROI," said Bob Doyle, director of strategic marketing for affinity markets at Manulife Financial. "After many successful Manulife Financial DRTV campaigns that Northern Lights has produced, it made sense to have them create the campaign for CoverMe Guaranteed Issue Life."

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