IIAA Launches Fall TV Ad Campaign

N/Aany%> (IIAA) has launched the fall flight of its 1998 national TV advertising campaign, announced IIAA Communications Committee Chairman Alex Soto, CPCU. IIAA's "Choice and Fit" TV advertising campaign hits the airwaves this month on CNN and Headline News.

Throughout the 1998 TV campaign, IIAA will place 1,500 national advertisements on major cable TV networks and reach 200 million households. "This is a great opportunity for agents to bring the proven benefits of the national advertising campaign directly to the local level," said Soto.

The IIAA national advertising campaign is funded by the National Communications Program, a partnership between IIAA and over 20 insurance companies. The humorous "Big Hair" and "Big Suit" commercials, which feature unsuspecting customers entering a salon or clothing store where only one style or size is offered, emphasize that consumers don't want to be equally limited when buying insurance. The commercials conclude by referring consumers to the IIAA Website's agent locator, recently deemed "the best way to find an agent on the Web" by Yahoo! Internet Life magazine.

To date, the 1998 national campaign has attracted an unprecedented number of consumers to IIAA's award-winning Website, located at www.independentagent.com. The spring flight of the campaign, which ran on CNN, Headline News and The Weather Channel, nearly doubled the number of monthly consumer visits to the Big "I" Website.

IIAA members are encouraged to "tag" customized agency information onto the national advertisements or create a customized campaign to work in tandem with the national campaign. The IIAA national advertising program also features AdWorks, a full-service advertising agency that creates, budgets and implements television, radio and print campaigns customized to Big "I" agencies and local and state associations. AdWorks can help agents tag onto the national campaign, as well as create customized local advertising strategies. Big "I" members are encouraged to form groups through their local boards and state associations to maximize company co-op dollars and increase local advertising revenue through the AdWorks program.

Agents interested in tagging onto the 1998 national advertising campaign should contact AdWorks toll-free at 877-ADWORKS (239-6757) or contact IIAA's Erin Caffrey, 800-221-7917, for more information. IIAA also provides marketing guidance to members by offering such items as the "Advertising and Promoting Your Agency" seminar and a comprehensive agent advertising kit. Contact IIAA's Michele Parsons, 800-221-7917, for more information.