CO-OPERATORS GOES AFTER HIGHER-RISK DRIVERS
By Adnews Staff
The Co-operators of Guelph, Ont. began offering a new line of insurance for drivers who have trouble obtaining regular insurance because of previous accidents or driving infractions. Called Echelon, the insurance is for drivers who fall between the high and normal-risk categories. Co-operators spokesperson Shawn Murray told Adnews that Echelon was created because many drivers who have accidents or driving convictions often change their driving behavior, so they shouldn't be in the high-risk category. The insurance will cost customers more than normal-risk drivers, but less than high-risk drivers. Echelon will be promoted in conjunction with other products. Advertising for The Co-operators is done by Wunderman Cato Johnson of Toronto.
Separately, the insurance company launched a national radio and TV campaign last month that focuses on its Safe Driving Reward Program and its community involvement. The campaign was created by Wunderman Cato Johnson.