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Royal London to launch first TV campaign in over a decade

by: Fiona Murphy
  • 28/04/2014
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Royal London to launch first TV campaign in over a decade
Royal London has launched its first TV campaign in over a decade in a bid to become a ‘household name' following its rebrand.

The firm, which owns insurer including Scottish Provident and Bright Grey, had announced last October it would rebrand under the single Royal London name over the next eighteen months.

Royal London’s TV advertising campaign, ‘We’re so yesterday’, will go live on Saturday May 2, and also includes digital outdoor, press advertising and a take-over of Bank underground station travelator.

The company added that a new life insurance product would be unveiled in July and the it also intended to transform the over-50s market, which had suffered poor value for money.

Phil Loney, group chief executive of Royal London (pictured) said: “”We are looking to completely transform the Over 50s market by offering a straight-forward, value for money product designed with the specific needs of these customers in mind.”

Loney added: “We know that there is also a market typically with a younger profile that feels confident to buy insurance online but is confounded by the jargon and complexity of the buying process. We have completely re-engineered the process to make buying life insurance simple and intuitive. Our new life insurance product will be available to buy online in July.”

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