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BRANDING NEWS: Ecclesiastical renovates Brand

Ecclesiastical is mailing 3D glasses to brokers as part of a £1 million brand revamp to showcase its wide range of services in the niche insurance market.

The insurer has a new logo, website, collateral and products and services, including a tailored heritage insurance product for businesses. A full roster of agencies have been involved in the rebrand campaign including Corporate Edge, Quaestor, Spinner, WWAV Rapp Collins, Enterprise IDU, Reading Room and Tridion.

Mike Mintram, head of Ecclesiastical strategic marketing department, says, “The existing logo was an old fashioned dark blue, shaped like a church window; the new one is a warmer burgundy/orange colour. We have also used a symbol of an open hand to represent the honest proposals of our company.”

The company began in the church insurance market but now deals with care-homes, schools, stage-schools and listed heritage buildings. The rebrand is intended to broaden awareness of the diversity of its offering.

Ecclesiastical is promoting the rebrand and its new heritage service offering via DM and a press-ad campaign targeting existing broker clients and customers.

Forty thousand commercial customers and 1500 brokers were mailed a pack in mid-October containing 3D glasses with a picture of a building, to be viewed in 3D, as well as a brochure and letter. The 3D message is to show brokers that the heritage buildings are a new dimension of the market and opportunity for them.

Full page adverts with messages on its new heritage product are also appearing in insurance trade press, including Post, Insurance Times and Insurance Age.

The rebrand launched to market at the beginning of November and internally to staff in September with every employee taking part in a brand engagement workshop to help them understand their role in delivering the new brand to market.


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