Press release details
26/02/2010 Chartered Insurance Institute responds to calls for marketing support
‘Gold standard’ ad campaign aims to raise profile of Chartered status
The Chartered Insurance Institute (CII) has launched their Gold Standard advertising campaign, in London underground stations with the aim of further raising awareness of Chartered status in the Financial Services and Insurance sectors.
The campaign, the first of its kind by the CII, stretched across ten London underground stations and is estimated to have reached over 1.7 million commuters and visitors to the capital, during February*.
Martin Reid, head of marketing, said, “A uniquely British institution, the Charter is a stamp of quality that has stood the test of time and remained the gold standard for professional services in the UK and abroad. In the wake of the recession, consumer and business confidence is understandably fragile, so this campaign is timely.
“The campaign was developed following research amongst CII members that highlighted that additional marketing support for the chartered title would be welcomed. As a not-for-profit organisation we need to make our budget work extra hard, so we piloted the campaign in an area with high traffic of financial services industry workers, and mid to high net-worth individuals. “
Feedback from members has been very positive; Matthew Kendle from Marsh, said, “Promotion [of Chartered status] can only serve to highlight the professionalism within our industry and increase client awareness .”
Chartered status has been shown to provide individuals and companies with a distinct competitive edge by providing a seal of approval that enjoys significant recognition from the general public.
Following the success of this campaign the CII expects to rollout further advertisements in the late spring. The creative was created by was Poulsen Selleck and media-buying was provided by Outlook Media.
For more information on how to become Chartered, visit our website at www.cii.co.uk/gold
ENDS
*Source: Outlook Media and CBS Outdoor
Contacts:
David Ross, Head of Public Relations
david.ross@cii.co.uk
Office: 020 7417 4478
Mobile: 07545 401788
Notes to Editors:
The CII
The CII is the world’s leading professional organisation for insurance and financial services. Its 93,000 members are committed to maintaining the highest standards of technical competence and ethical conduct.
A robust framework of learning and development solutions enables the CII to support corporate partners and individuals across the industry. It ensures that all members comply with minimum standards and inspires many more to achieve advanced levels of technical and professional competence.
Advertisement graphics
To see our advertisement graphics for our Gold Standards campaign, please contact our marketing department [is there a generic email address or a certain person that can be contacted?].
