Industrial Alliance Launches its First Ontario TV Ad Campaign

QUEBEC CITY, March 18, 2003 – For the first time in its history, Industrial Alliance Insurance and Financial Services is embarking on a TV ad offensive on the Ontario market. Present across Canada for many years, Industrial Alliance, which already enjoys an enviable reputation in Quebec, intends to further promote its line of products and services in Ontario using an ad campaign entitled “In Line with Your Life”. The commercial, which complements the Company’s ambitious development plan for the Ontario market, is an English adaptation of an animated ad campaign that was well received in Quebec last fall.

“The ad is very different from what is normally presented on television by companies in the insurance and financial services sector,” stated Jean Routhier, Communications Director, Industrial Alliance. “It features the Company’s best known symbol, an elephant, following a path – a line – that is
punctuated with various events. These events refer to the dreams people have at different stages in life – dreams of a home, a family, a comfortable retirement. We believe that the ad’s use of the elephant will allow a rapid association with Industrial Alliance. Its overall theme will also help promote the complete range of products and services offered by the Company.”

The commercial being launched this week will be aired on several target TV networks over the course of the next eight weeks, mainly in metropolitan Toronto and southern Ontario. To produce the commercial, Industrial Alliance called upon the help of animation experts known for the quality of their work, including Pascal Blais Productions and producer Cordell Barker. The ad’s uncluttered style, subtle humour, upbeat music and soothing colours will allow the Company to stand out in today’s television environment.


Founded in 1892, Industrial Alliance is a life and health insurance company that offers a full line of insurance products and financial services. It is at the head of a large financial group, the Industrial Alliance Group, which is one of the most solid financial institutions in the country. The Industrial Alliance Group has operations across Canada through Industrial Alliance (Quebec City), National Life (Toronto) and Industrial Alliance “Pacific” (Vancouver). The seventh largest life and health insurance company in Canada, the Industrial Alliance Group insures over 1.5 million Canadians,
employs more than 2,000 people and administers $16.8 billion in assets.

Industrial Alliance stock is listed on the Toronto Stock Exchange, under the ticker symbol IAG. Industrial Alliance is among the 100 largest public companies in Canada. The address of the Company’s Web site is