ADVERTISING & PROMOTION: Merged Royal & Sun Alliance roll out first TV ads

Royal & Sun Alliance will introduce itself to consumers this week with its first TV ads since the pounds 5.3bn merger of Royal Insurance and Sun Alliance earlier this year.

Royal & Sun Alliance will introduce itself to consumers this week with

its first TV ads since the pounds 5.3bn merger of Royal Insurance and

Sun Alliance earlier this year.



The pounds 1.5m campaign, through Arc Advertising, will run on national

TV until the end of the year. It features Julie Goodyear, Jools Holland,

Mystic Meg and Spike Milligan in four separate executions reminding

consumers the two companies have merged.



The campaign, using the line ‘Together, we’ll serve you better’, will be

continued with poster ads in January and February.



The first Royal & Sun Alliance branded life assurance products will be

launched in January, but its high-profile direct insurance products will

be marketed separately under the Royal Insurance and Sun Alliance brands

until operations are merged in March.



The combined direct business is likely to be marketed under a separate

brand and both Arc, which created the ‘You’d better ring the Royal’

campaign, and Leagas Shafron Davis, which produced the ‘Together we make

some alliance’ ads for Sun Alliance, will be asked to pitch for the

pounds 15m account in the new year.



Group marketing communications manager, Peter Jackson, said it aimed to

build a powerful new brand. ‘Royal Insurance and Sun Alliance are strong

brands in their own right, but after six months’ absence from TV

awareness is bound to decline. We need to ensure people know the two

firms have come together, and prepare them for the new brand building

next year.’



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