BLUE CROSS BACK ON THE SCENE
By Adnews Staff
A new advertising campaign for Ontario Blue Cross of Etobicoke, Ontario is launching this month. The campaign is designed to sell travel insurance, raise awareness and reclaim its brand. Created by Lowe RMP Direct of Toronto, the campaign includes radio, transit, newspaper advertising, direct mail, an e-commerce site and a public relations campaign. Each ad presents potential travel troubles and to drive sales, also has a call to action. The campaign is running until November and will initially focus on a new "Summertime Blue Travel Insurance Plan" that provides a full summer of travel coverage for a single premium. Ontario Blue Cross is owned by Canassurance Hospital Service Association and operates in Ontario and Quebec. The PR campaign supporting the Summertime Blue launch is being handled by Argyle Rowland Worldwide of Toronto.