Manulife to target upper income in new campaign

Manulife Financial of Toronto will launch a consumer ad campaign in selected u.s. markets early next year.The campaign, which will include tv, radio, direct response and public relations components, will emphasize Manulife's experience and expertise in estate planning and will target...

Manulife Financial of Toronto will launch a consumer ad campaign in selected u.s. markets early next year.

The campaign, which will include tv, radio, direct response and public relations components, will emphasize Manulife’s experience and expertise in estate planning and will target consumers in upper income levels.

Manulife, which has $62 billion in total assets, is Canada’s largest insurance company and ranks 15th in North America.

Roughly half of its annual worldwide revenues of $7.4 billion are generated in the u.s.

Larry Wolf, chairman of The Wolf Group, which recently won Manulife’s u.s. business in an agency review that included several New York shops, says the campaign is intended to reinforce the insurer’s position as a dominant player in the estate planning market.

Wolf says the campaign themeline, ‘The Strength of Specialization,’ emphasizes Manulife’s focus on that specific sector of the insurance business.

The consumer ads represent the second phase of a two-pronged marketing effort backed by an undisclosed ad budget.

Phase one of the campaign, which got under way earlier this month and continues through December, comprises print ads in leading trade publications serving the life insurance industry and the financial advisory community (primarily lawyers, accountants and financial planners.)

Manulife entered the u.s. market in 1903, the year Teddy Roosevelt began his second year as president.

The first ad in the insurance trade campaign features President Roosevelt and includes the headline ‘Strategies Change. Principles Don’t.’

The ads targetting the advisory community focus on education and are part of a larger educational program to be launched in early 1995.