Introduces three new ads
Boston– John Hancock Financial Services today unveiled three new advertisements, extending its “Promises” campaign launched one year ago. The new ads further develop the campaign that positions John Hancock – through its trusted insurance brand and top performing, innovative investment products – as empowering Baby Boomers to fulfill their life promises to themselves and loved ones. The ads are part of the $25-35million advertising commitment announced during the first phase of the campaign last year.
The new ads, known as “House,” “Business” and “Teacher,” convey personal stories about accumulating wealth to help the ones you love, creating a legacy for future generations, and making a major life or career change. The ads highlight the way in which John Hancock’s insurance, investment, and retirement products and services, including mutual funds, variable annuities and 401(k) plans, are geared toward helping individuals accumulate and protect their assets.
In “House,” a man in his forties conveys his determination to take care of his parents as they cared for him, which includes helping them remain in the family home in their later years. In “Business,” a business owner cites his own success as one reason he wants to help his daughter achieve her dream of having her own business. In “Teacher,” a successful architect has achieved the financial wherewithal to enable her to embark on a second career as a math teacher.
“We have had tremendous, positive consumer and industry response since the launch of our “Promises” campaign last year,” said Jim Bacharach, Vice President of Advertising. “We believe that part of our success has been because we have taken a different approach to our advertising. In the financial services industry, companies typically empathize with the consumer or talk about their own capabilities. The message is usually that retirement is either easy because ‘we make it that way,’ or hard and that you need an expert to help you. At John Hancock, we’re saying ‘it’s personal, it’s human, it’s possible.’”
Boston-based Hill, Holliday, Connors, Cosmopulos created the 30-second television spots that will debut on cable television, specifically lifestyle and news programming on stations including CNN, ESPN and Discovery, among others, beginning today. The company will also advertise during college football games on network television.
Print publications such asMoney Magazine, Sports Illustrated, Travel & Leisure, Coastal Living, National Geographic Traveler, Forbes Life and Forbes Executive Woman will feature full-page, four-color ads. Also included are ads inThe Wall Street Journal, which will appear on the front page of the Personal Journal section. Online advertising is also a part of the mix, including spots on AOL, Yahoo, Reuters, NationalGeographic.com andWSJ.com.
In addition, John Hancock is continuing to sponsor special television segments and print supplements relating to ‘promises made and kept,’ working with outlets such as the CBS Morning Show, Sports Illustrated, National Geographic andThe Wall Street Journal, among others.
About John Hancock and Manulife Financial
John Hancock is a unit of Manulife Financial Corporation (the Company), a leading Canadian-based financial services group serving millions of customers in 19 countries and territories worldwide. Operating as Manulife Financial in Canada and in most of Asia, and primarily as John Hancock in the United States, the Company offers clients a diverse range of financial protection products and wealth management services through its extensive network of employees, agents and distribution partners. Funds under management by Manulife Financial and its subsidiaries were Cdn$410 billion (US$386 billion) as at June 30, 2007.
Manulife Financial Corporation trades as ‘MFC’ on the TSX, NYSE and PSE, and under ‘0945’ on the SEHK. Manulife Financial can be found on the Internet at www.manulife.com.
The John Hancock unit, through its insurance companies, comprises one of the largest life insurers in the United States. John Hancock offers a broad range of financial products and services, including life insurance, fixed and variable annuities, mutual funds, 401(k) plans, long term care insurance, college savings, and other forms of business insurance.
John Hancock’s primary insurance subsidiaries carry the highest—“AAA”—financial strength rating from Standard & Poor’s Ratings Services.
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