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Belairdirect breaks Newfoundland campaign

Insurance company Belairdirect has begun a new advertising campaign to promote its launch in Newfoundland and Labrador. The campaign highlights the “familiarity and legacy” of Anthony and Johnson Insurance, which rebranded as Belairdirect this summer. The campaign also seeks to “pay tribute to the province’s distinct culture, incredible pride and uniquely friendly nature.” The creative features six Anthony and Johnson employees, a local family, and music from Fortunate Ones of St. John’s. It consists of television commercials, online videos, radio ads, cinema ads, digital ads and social media content, as well an online sing-along component. The campaign was developed by Sid Lee, with media work by PHD and public relations by Hill & Knowlton Strategies.

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