The U.S. arm of a large Canadian insurer will be spending more than $25 million to promote its brand.
John Hancock Financial Services, Boston, a unit of Manulife Financial Corp., Toronto, will try to appeal to Baby Boomers with the slogan “The Future Is Yours,” Hancock says.
“The campaign will place greater emphasis on the company’s extensive line of investment products and services, including 401(k) plans, variable annuities and a renewed focus on mutual funds,” Hancock says.
Hill, Holliday Advertising Inc., Boston, has created 30-second television spots for the campaign that will air on cable channels such as MSNBC, ESPN and Discover, starting Monday.
The company will also advertise on satellite radio networks and during college football on network television.
Print ads will appear in consumer publications such as Conde Nast Traveler and in the Personal Journal Section of the Wall Street Journal.
Web ads will run on the Yahoo! Finance site.