The campaign, developed by Rodgers Townsend, St. Louis, includes TV, print and online. The budget is undisclosed.
“We have been gearing up for this campaign for almost a year,” said Connie Weaver, senior VP-marketing and communications at The Hartford. “Last year, we were pretty much dark all year in terms of TV advertising. It gave us an opportunity to step back and reset the foundation of our brand.”
The ad campaign is part of a broad brand effort that includes a commemorative logo of The Hartford's stag, a redesigned Web site, print collateral and other marketing materials.
Two new TV spots called “Pursuits”—one aimed at consumers; the other, at small businesses—showcase individuals in pursuit of their financial goals.
“We are a diversified financial services company. A good piece of our business is around retirement savings and mutual funds,” Weaver said. “On the b-to-b side, it is about enabling business owners to do what they do best and make decisions, knowing The Hartford is behind them.”
The campaign includes print ads in business publications including Fortune, Money and Time, as well as vertical publications such as Independent Agent.
The print ads depict examples of The Hartford keeping its promises to customers, such as the time its then-president traveled by sleigh from Hartford, Conn., to New York to pay claims to business owners who had lost property in the fire of 1835, which destroyed much of the financial district.
The campaign also includes online ads, which drive users to the redesigned Web site at www.thehartford.
The Hartford is using social media to promote the campaign via Facebook and Twitter.