LV= Launches New 50 Plus Plan TV Advert

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LV= has launched a new TV advertisement for it's over 50s life insurance product, the 50 Plus plan.

It's a new approach that takes the tried and tested formula we know customers like and uses it in a dynamic and emotive way

LV=, the insurance, investment and pensions group, has launched its fifth TV advertising campaign to promote its '50 Plus plan'. The new TV advertisement was created by creative marketing agency 'redtag' to promote the LV= life insurance policy.

The new TV advertisement has been developed with the LV= brand and features three different families, with each one giving their perspective on losing a parent. It highlights how the money they received from the 50 Plus insurance (http://www.lv.com/lifeinsurance/50plus/ ) plan provided by LV= helped them at a difficult time. The theme of the advertisement is to 'Look after what you love'.

Geoff Bates, Head of Direct Distribution for LV=, said: "We get a lot of feedback on the reasons why our customers buy our product, and leaving a legacy that helps their family at a difficult time is at the core of those reasons. We are pleased that the new advertisement demonstrates so clearly that protecting families is at the heart of our business."

Launched in October 2004, the LV= 50 Plus plan is aimed at 50 to 80 year olds, living in the UK. The over 50 life insurance (http://www.lv.com/lifeinsurance/50plus/tv-advert ) policy provides guaranteed cover with a cash lump sum payable on death, without the need for a medical or answering any health questions.

Kevan Kelsey, Creative Director at redtag, said: "It's a new approach that takes the tried and tested formula we know customers like and uses it in a dynamic and emotive way".

The life insurance (http://www.lv.com/lifeinsurance/ ) advertisement was previewed on Facebook and YouTube in December 2009 before being launched on terrestrial, satellite and cable channels in January 2010.

Notes to editors:

About LV= (http://www.lv.com/ )
50 Plus is provided by Liverpool Victoria Friendly Society Ltd which is part of LV=

LV= is a registered trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies.

The LV= insurance, investment and pensions group employs more than 3,800 people, serves over 3.6m customers and members, and manages around £7bn on their behalf. The company is also the UK's largest friendly society (Source: Association of Friendly Societies Key Statistics 2009) and a leading mutual financial services provider.

Liverpool Victoria Friendly Society Limited (LVFS) is authorised and regulated by the Financial Services Authority, register number. 110035. LVFS is a member of the ABI, AMI, AFS and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.

PR Contact:
Ed Forbes
Media Relations Manager
LV=
80 Cheapside
London
EC2V 6AA
020 7634 4344
http://www.lv.com

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Ed Forbes
LV=
020 7634 4344
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