Philadelphia Insurance Companies (PHLY) is the pre-eminent provider globally of specialized insurance. They cover unique and complicated industries such as Hollywood film productions, professional sports arenas, charitable organizations and other entities with risks too complicated for mainstream property and liability insurers. Awareness of the brand and their offerings is low among the brokerage community, despite being the leaders in their areas of expertise.
Our primary goal was to boost awareness and educate insurance brokers about the deep knowledge and expertise of PHLY’s underwriters. We launched a high-impact campaign in trade publications and online. We promoted the campaign internally as well to help the executive team share their excitement for the campaign with all of PHLY’s employees. We also helped generate white papers available for download on custom-built microsites.
The campaign garnered top marks for reader recall and awareness in most of the publications where they ran. Leads and white paper downloads outperformed expectations.