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The Hartford Gears Up For Its 200th Anniversary with New Marketing Campaign


Posted on 15 Dec 09

With its 200th anniversary on the horizon, The Hartford Financial Services Group, Inc., has launched a new marketing campaign designed to build broad visibility and momentum for the company in the marketplace. The aggressive and optimistic campaign, which includes new television spots, a refreshed brand and a commemorative logo, encourages consumers and small businesses to pursue life's opportunities with confidence, trusting that The Hartford is behind them every step of the way.

"For 200 years, our customers have trusted The Hartford, knowing that we have been there for them enabling them to pursue their dreams and ambitions with confidence," said Connie Weaver, senior vice president of marketing and communications at The Hartford. "Throughout this campaign, The Hartford will be broadly visible and will illustrate its energized commitment to winning in the marketplace. We are focused on our path forward and are optimistic about the opportunities ahead - our bicentennial year gives us a unique, historic occasion to share our excitement about the future with our partners and customers."

The campaign's television component, entitled "Pursuits," includes two new 30-second spots, one showcasing individuals, the other small business owners, in pursuit of their personal or financial goals. The vignette style commercials feature situations where the main characters make critical decisions in their lives with The Hartford supporting them and enabling them to pursue their dreams and ambitions with confidence. The television spots end with the optimistic message, "With The Hartford Behind You, Achieve What's Ahead of You." The campaign is part of a broader brand refreshing effort that began earlier this year in preparation for the company's 200th anniversary and also includes updated print advertising, logo, Website, collateral and other marketing materials.

The first of the new television spots debuted on Saturday, December 5 and the spots will air on national network programs, including "60 Minutes," "48 Hours," The Kennedy Center Honors, NCAA college football and during the NCAA(R) March Madness Basketball Tournament, as well as on cable stations, including CNN, CNN Headline News, CNBC, ESPN, Discovery Channel, The History Channel, and A&E. The spots will continue to run through 2010.

In each commercial The Hartford's logo is brought to life through a unique animated feature. The logo is brought to life and then dissolves into animated "particle" elements that take flight. The particles weave through each individual scene, conveying The Hartford's continuous presence throughout every phase of a customer's life or business.

At the end of each commercial, the animation re-forms back into The Hartford logo. The Hartford's agency of record, Rodgers Townsend, led the creative development effort for the campaign.

In conjunction with the new television spots, the company will run advertorials in key news, business and personal finance publications that highlight the importance of a secure financial future. The company will also be placing a series of print advertisements in key trade publications that depict the company's rich history of delivering on its promises to its customers and giving back to the communities where its employees live and work. The first trade ad commemorates a key scene from the company's history related to the 1835 fire in New York City's financial district which destroyed the area. It was also the year The Hartford was put to its first major test as a fire insurance company. The then Hartford President Eliphalet Terry made a 125-mile sleigh ride in sub-zero temperatures from Hartford to New York City to pay claims on the spot, in a time when many other insurance companies folded and reneged on their promises to customers. That act has come to personify The Hartford's trustworthiness and stability, a reputation that still lives on today.

Gearing Up for the Bicentennial Year

As part of the company's overall initiative to commemorate its 200th anniversary on May 10, 2010, The Hartford began redesigning several of its key foundational marketing elements, including the company's Website and intranet sites, new print collateral and other marketing materials. In addition, the company also unveiled a commemorative logo that depicts the iconic Hartford Stag standing tall and looking forward, along with the bicentennial message--TRUSTED 200 YEARS. Throughout 2010, The Hartford will be engaging in a wide range of activities to commemorate this special milestone in the company's history.

Get Connected On-line

To view the company's new television and print ad, visit www.thehartford.com/advertising. You can also become a fan of The Hartford on Facebook at www.facebook.com/thehartford or follow us on Twitter at www.twitter.com/thehartford to watch clips, learn more and stay updated on company news and events.


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