NU Online News Service, Sept. 19, 1:18 p.m. – New York Life Insurance Company is starting a national, 15-month, $43 million television and print advertising campaign.
The television commercials in the new “Heritage” campaign will start appearing Sept. 23 on the ABC Monday Night Football Game.
The commercials use images of the past, present and future, along with pictures of New York Life’s headquarters building, to illustrate New York Life’s commitment to virtues such as financial strength, integrity and humanity.
New York Life is keeping the slogan “The Company You Keep” from earlier campaigns.
The print advertisements, which discuss the company’s decision to remain a policyholder-owned mutual insurer, will appear in news, business and personal finance magazines.
The print advertising campaign is the first New York Life has developed in five years.
Berlin Cameron/Red Cell, New York, a unit of The WPP Group Inc., is the advertising agency that organized the campaign.