Manulife launches advisor marketing toolkit in support of its new Synergy(R) ad campaign

Marketing package features interactive resources and prospecting tools to reach clients

WATERLOO, ON, June 4, 2012 – Manulife has launched a suite of marketing tools to help advisors promote its unique Synergy insurance solution. The new marketing toolkit is designed to build off consumer awareness created by Manulife’s new Synergy ad campaign and provides a variety of fresh and innovative ways to help advisors introduce Synergy to their clients.

The consumer campaign, which began on May 28, features a new television commercial that focuses on the key question: “If you can’t cover the bills, who will?” The commercial depicts a number of hypothetical situations where children have stepped in to earn the family income because a parent was unable to work. This helps the viewer begin to question their own insurance coverage. A version of the television ad is available for viewing on the Manulife YouTube channel.

The advisor Synergy toolkit includes a video of the TV commercial and updated versions of the Synergy website and Synergy iPad app. It also features several new marketing materials such as customizable brochures, flyers, posters, radio scripts, prospecting letters, website content and sample ads. Using the kit, advisors have additional tools to inform clients of Synergy’s unique 3-in-1 solution that bundles policies for disability, critical illness and life insurance in one convenient package.

“We launched Synergy a year ago because we saw a need for a simple money-saving solution to cover the real, everyday risks families face,” said Paul Smith, Vice President, Marketing and Product Development, Individual Insurance. “We’re very pleased with the response we’ve had for the product. To build on this initial success, our new advertising campaign and marketing toolkit will help support our advisors and expand their ability to communicate about Synergy with clients.”

Advisors are encouraged to share an online version of the Synergy television ad or a link to the Synergy website with their clients. They can also use new marketing materials to run a campaign of their own, taking advantage of the added awareness and recognition of the consumer advertising.

“If advisors want to help their clients discover Synergy through interactive resources, they can use the Synergy website and iPad app, which include built-in risk and coverage calculators,” added Smith. “We’ve also provided several options for advisors who want to run traditional campaigns to generate leads. We believe it’s a great opportunity to capitalize on the added awareness of Synergy.”

The consumer advertising campaign, which also includes print ads and a series of posts on Manulife’s Guidebook Facebook page, runs through the summer.

About Synergy

Synergy is a unique insurance solution that combines life insurance, critical illness insurance and disability insurance in one convenient and affordable package. More information is available at

About Manulife Financial

Manulife Financial is a leading Canada-based financial services group with principal operations in Asia, Canada and the United States. In 2012, we celebrate 125 years of providing clients strong, reliable, trustworthy and forward-thinking solutions for their most significant financial decisions. Our international network of employees, agents and distribution partners offers financial protection and wealth management products and services to millions of clients. We also provide asset management services to institutional customers. Funds under management by Manulife Financial and its subsidiaries were C$512 billion (US$512 billion) as at March 31, 2012. The Company operates as Manulife Financial in Canada and Asia and primarily as John Hancock in the United States. Manulife Financial Corporation trades as ‘MFC’ on the TSX, NYSE and PSE, and under ‘945’ on the SEHK. Manulife Financial can be found on the Internet at