B.C. INSURER HOPES AD CAMPAIGN DRIVES SALES
By Adnews Staff
Canadian Direct Insurance of Vancouver has kicked off the new year with its first big advertising campaign. The seven-month-old company sells auto insurance over the phone. For 23 years, the government-run Insurance Corporation of British Columbia has had a near monopoly on the province's auto insurance, Canadian Direct CEO Guy Cloutier told Adnews. B.C. drivers must still buy their basic coverage from I.C.B.C., but they can buy optional coverage from private insurers. However, many B.C. residents are not aware they can use private insurers at all, said Cloutier. He's hoping his ads will help educate consumers about buying car insurance. Canadian Direct's campaign began last week using TV, radio and print across the province. The ads were created by Ogilvy & Mather Direct's London, England and Toronto offices.