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New IBAC TV campaign includes brokers’ personal stories


February 27, 2005   by Canadian Underwriter


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A new media campaign already underway for the Insurance Brokers Association of Canada (IBAC) includes television vignettes featuring independent brokers talking about the value they bring to consumers.
IBAC spokesperson Janine Cavin says that as part of its media buy, the association’s advertising agency negotiated a contract to run eight 45-second vignettes on Bell Globemedia channels, such as TSN and Report on Business Television. There will also be a French-language vignette run in Quebec, she adds.
Each “Insurance Matters” vignette will be launched for a two-week period (except the Quebec ad which runs for four weeks), and the first featured Winnipeg, MB broker Kevin Neiles of Ranger Insurance speaking about helping a client purchase business interruption insurance which protected that client’s business and its employees following a fire last year.
The second vignette, launched Friday, features Sussex, NB broker Bob Kimball, who is also president-elect of IBAC. The president of Pearson Insurance relates how an electrical fire in an apartment neighboring his brokerage showed the value of tenant’s insurance.
Along with the televisions spots, which are followed by a short section from IBAC’s “blanket” theme television spots, a special website has also been set up. Visitors to www.globeandmail.com/insurance will be able to view the videos, as well as an extended version of each broker’s story, and find links to other IBAC sites such as findabroker.ca.