Established over 40 years ago, life insurance and wealth management is the largest sector on the Isle of Man (IOM). It is made up of 12 world leading companies, all with different products and markets. In Q1 2018, an independent strategic review assessing the reputational needs of the sector, recommended Government sponsorship to promote the Island as an insurance-focussed international financial centre. Lansons partnered with the IOM Government and the Manx Insurance Association (MIA) to create a distinctive sector-wide proposition and promote it via an international, integrated marketing campaign, amongst financial advisers and their customers (in Latin America, Middle East, UK, Far East).
Following significant global audience research, and facilitated collaboration between the companies and the IOM Government, Lansons created a ‘one Island’ sector proposition centred on intermediaries’ priorities and the IOM’s USPs, adaptable for different target markets. We created a unified narrative around three distinct content pillars – Strength, Security, Stability (attributes identified as important for intermediaries and their customers); a campaign identity, ‘Isle of Man for Life’ and a campaign microsite. Eye-catching ‘heritage and history’ creative assets captured the essence of the newly developed proposition in a way that was distinctively ‘Isle of Man’ and were used to drive engagement with the campaign narrative.
We coordinated a targeted, global, multichannel campaign with adapted messaging for each market, delivering significant reach, as evidenced by website traffic, impressions, ad clicks and anecdotal feedback from financial advisers.
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