The Co-operators Unveils New Brand Campaign

GUELPH, ON, Jan. 15, 2003 – The Co-operators has unveiled a new brand campaign, a national program focusing on the unique history of the largest, wholly Canadian-owned multi-product insurance company.

The multi-media “Heritage” campaign includes 60 and 30 second network television advertisements that will start running January 19th. Radio and print advertising is also scheduled for later this year. Additional components of the campaign include direct communication with clients and with The Co-operators 3,200 staff and agents.

The “Heritage” campaign focuses on the creation of The Co-operators by a small group of Canadian farmers nearly 60 years ago. They were having a difficult time getting the coverage and service they needed from traditional insurers, so they formed their own company. What is known today as The Co-operators grew from a modest rural insurance co-operative into a national insurance and financial services provider, one priding itself on its commitment to customers and to the communities where they work and live. The “Heritage” campaign continues the story that began with the “Better Place” brand program, which ran from 1997-2000.

“The values of our co-operative founders and their vision to create a different kind of insurance company continue to guide us to this day,” said Kathy Bardswick, President and Chief Executive Officer of The Co-operators. “The story of The Co-operators is uniquely Canadian and is what sets us apart from our competitors.”

“I’m also proud of the fact that this campaign was researched, created and produced internally, by our own marketing staff. It is truly The Co-operators own story, told in our own way,” Ms Bardswick added.

Under The Co-operators creative direction, the TV spots were produced by Circle Productions and directed by feature film and commercial director Rob Turner. Music for the TV and radio ads was written and recorded by composer David Fleury.

The Co-operators is a group of Canadian companies which focuses on home, auto and life insurance, investment products, and property management and development services. The Co-operators Group is owned by 28 Canadian co-operatives and credit unions and is well known for its philanthropy and community involvement. In 2003, The Co-operators was named to the Globe and Mail Report on Business magazine’s list of ’50 Best Employers in Canada’.