New York Life Insurance Co. is launching a $43 million national television and direct-response print advertising campaign. It will mark the first time the firm has used print ads in five years.
“New York Life decided to develop three print ads to complement our new television ads as a way of explaining to consumers the benefits of purchasing life insurance from a mutual company,” Carolyn Martin Buscarino, said in an e-mail. “Not all consumers understand how the mutual structure works.”
The DR print ads, which contain the Web address, http://www.newyorklife.com/mutuality begin running in the October issues of Inc., Money, SmartMoney and Kiplinger’s Personal Finance. They will later roll out to Business Week, Forbes, Fortune, Newsweek, Time, and US News and World Report.
The campaign will run 15-months.
The TV commercials will kick off Sept. 23 with the ABC Monday Night Football Game. The company will also run a series of three 30-second television spots that air in New York, Boston, Cleveland, Dallas, Denver, Los Angeles, Sacramento, San Francisco, and Washington, D.C.
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