NU Online News Service, Jan. 27, 2005, 5:10 p.m. EST

A 160-year-old life insurer is basing a series of new television and radio commercials on its history of stability.[@@]

The insurer, New York Life Insurance Company, New York, will begin rolling out the $30 million “Unchanging Values” campaign Jan. 31.

The campaign includes national television ads, regional radio ads and national print ads that incorporate New York Life’s current slogan, “The Company You Keep,” and images of the gold peak on New York Life’s headquarters building in New York.

The new campaign replaces an earlier campaign, the “Heritage” campaign, that started in late 2002.

Regional radio ads will appear starting in March in Albuquerque, N.M.; Boston; Cedar Rapids, Iowa; Dallas; Huntsville, Ala.; Jacksonville, Fla.; Los Angeles; New Orleans; New York; Omaha, Neb.; Sacramento, Calif.; San Francisco; Sioux Falls, S.D.; Toledo, Ohio; and Washington.

The national print ads will appear in finance publications such as Forbes and general interest publications such as Sports Illustrated and Working Mother.

The campaign was developed by Berlin Cameron/Red Cell, New York.