Irish consumers will be introduced to a new brand on Sunday 19th February with the launch of 'Liberty Insurance'. The newest member of the general insurance market will say 'Hello' to Ireland through a national advertising campaign set to be seen by millions of consumers all over the country.
The campaign will be led by outdoor media and supported by print, radio and online advertising, followed by a new TV campaign in March. A full programme of activity is planned for the rest of the year as the company seeks to generate awareness and understanding of its brand and customer offer.
In November, Liberty Mutual Insurance – one of the world’s largest and most stable insurers – acquired through a subsidiary the business of Quinn Insurance Limited in Ireland. Since then, the Liberty team has been talking to consumers in Ireland about what they really want from their insurer and what they value.
Patrick O’Brien, Chief Executive Officer of Liberty Insurance said:
"Consumers told us they want their insurance company to be fair, decent, and transparent. They want it to be responsible – to be there and do the right thing when something goes wrong. Over the last 100 years, Liberty Mutual Insurance has developed an ethos of doing the right thing by its customers, and we will be leveraging that heritage in Ireland; combining our history of managing risk, innovating, and protecting the things that matter most to customers, with the knowledge and expertise of our local employees."
"Today is a good day for consumers and competition in the Irish market with the arrival of Liberty Insurance to Ireland, where we will be providing quality and competitively priced motor, household and commercial insurance for all sectors of the market. 'Hello Ireland' will be the key theme of the initial phase of the company’s new brand campaign, as it introduces itself to Irish consumers. Later phases will communicate the Liberty philosophy and the innovation it intends to bring to Irish consumers."
As part of the launch, the company has written to all its customers to inform them of the change. The company today also announced its sponsorship of RTÉ Radio weather bulletins. This will begin from Monday 20th of February.