RIAS TARGETS OVER 50S WITH REGIONAL MULTI-MEDIA BRAND CAMPAIGN
• Integrated campaign launched in Central ITV Region
Over 50s specialist insurance provider RIAS has launched a regional
multi-media brand marketing campaign, across TV , radio, online, PR and regional events , targeting over 50s in the Central ITV region, to further support its brand vision and proposition.
The RIAS ‘Better with Age’ campaign will run for an initial three month period from May, and is centred around a 30 second TV advert highlighting real life consumer stories of people who have all achieved something extraordinary since they turned 50 years old, as well as a new 30 second radio advert, both directing consumers to the micro site, www.betterwithage.co.uk. The campaign complements RIAS’ brand positioning of ‘where insurance gets better with age’.
The TV ad will air on ITV 1 and Channel 4 during peak viewing hours, whilst the radio ad will air on Classic FM. Both adverts recognise that over 50s are active, individual, busy and experienced, and want to deal with an insurance provider who listens to their needs, doesn’t make assumptions and gives them choices about their cover. RIAS will also reinforce the advertising with a physical presence across the region, including being a sponsor at the BBC Gardeners’ World Live Show in June at the Birmingham NEC, as well as visiting a number of Wyevale Garden Centres to meet with over 50s consumers.