RIAS Targets Over 50s With Regional Multi-Media Brand Campaign

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Integrated campaign launched in Central ITV Region

Over 50s Insurance - RIAS

“Our regional ‘campaign is the next development in our brand journey, and we are excited about the opportunities to strengthen our brand awareness and consideration amongst the Central region’s 3.5m over 50s consumers.”

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, 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.

betterwithage.co.uk, the dedicated micro site, features a number of interactive elements, with consumers invited to share their own personal experiences, as well as featuring consumer prize draws and competitions, and information on the range of products and services that RIAS offers.

Sarah Howe, Marketing Director at RIAS comments: “Our regional ‘campaign is the next development in our brand journey, and we are excited about the opportunities to strengthen our brand awareness and consideration amongst the Central region’s 3.5m over 50s consumers.”

To find out more about RIAS, as well as the range of products and services, consumers can visit http://www.betterwithage.co.uk

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Lucy Pope
RIAS
01202 254445
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