NU Online News Service, Aug. 30, 4:45 p.m. – Mutual of Omaha, Omaha, Neb., is starting a $30 million advertising campaign, a public relations program, a major sports sponsorship, and other initiatives to breathe new life into its brand name.

The insurer, best known as the sponsor of the Wild Kingdom television series, will begin its first national television ad campaign in more than a decade Sept. 8, by running commercials with the slogan “Begin Today.”

The ads are based on true stories about the effects of Mutual of Omaha on its customers, the company says.

The ads will apear on prime-time network shows, morning network news and cable networks such as ESPN, Lifetime and Arts & Entertainment.

Print ads will run in publications such as Time, Fortune, Sports Illustrated and People.

The company is also updating its logo and signs and planning events to promote Wild Kingdom and its hosts, Jim Fowler and Peter Gros.