Quebec broker association launches television marketing campaign

The Regroupement des cabinets de courtage d’assurance du Québec (RCCAQ) has launched its most aggressive media campaign promoting the independent broker channel in that province.
The association has invested $750,000 to create and air four 30-second television ads on the networks TVA and LCN (a 24-hour news network owned by TVA).
The campaign will extend over three periods (roughly 15 months in total), spring 2010, autumn 2010 and spring 2011.
The RCCAQ intends to “demystify the insurance brokers’ role and show consumers the benefits of doing business with a broker.”
The commercials will begin by presenting the following message: TVA and the RCCAQ offer information on your insurance, the association says in a release.
“They will then go on to provide advice, whole pointing to the brokers’ various areas of expertise: analysis, advise, negotiation, risk management, etc, ” it continued.
“The short- and medium-term objective is to enhance the broker’s image, add value and increase the reputation of our brand image — that is the Bipper — and halt the erosion of our market share.”
The commercials also direct consumers to the association’s site: www.consultezuncourtier.com