INSURANCE COMPANY UNVEILS MAJOR CAMPAIGN
By Adnews Staff
The Co-operators of Guelph, Ont. launched the initial stage of a fully-integrated, multi-million dollar campaign this week when it debuted a national TV spot. National print ads are scheduled for the spring, summer and fall. National radio is slated to begin in the summer, as well as point-of-sale advertising and a Web site. The insurance company says this is "the most ambitious advertising campaign ever conducted by a Canadian insurance company." Terry Squire, The Co-operators' president and CEO, said in a release that a Co-operators' study held last year showed one in five Canadians could not name an insurance company without prompting. Squire said this proves the importance of establishing a stronger presence among Canadian insurance consumers. The Insurance Marketing Group at Wunderman Cato Johnson Action Marketing of Toronto developed The Co-operators campaign. Cohn & Wolfe of Toronto is backing the initiative with PR support. With 600 outlets across Canada, The Co-operators has more than $3.7 billion in assets and a sales force of over 5,000.