Insurance provider RIAS in mail and online push

by Claire Foss, Marketing Direct 04-Sep-07

RIAS, the insurance provider for the over-50s, is launching an integrated campaign to support its new partnership with the Odeon cinema chain.

Agency Watson Philips Norman (WPN), which has worked with RIAS since January, has been tasked with creating the activity. It will include direct mail, online marketing, a cinema advert and point-of-sale work to be displayed in cinema foyers. This will promote reduced entry fees for over 50s on weekday mornings.

Creative work centres on the theme of 'Happy Endings' and mimics the style of old-fashioned cinema posters.

Direct mail work promoting the Odeon partnership will launch later in the year, and fulfilment packs for quotes and policies have been redesigned to reflect the activity.

Online work, including email and banner advertising, will also run in the coming months.

Maria Phillips, creative partner at WPN, said: "We're delighted with the Happy Endings theme, which translates across film and print with equal impact."

RIAS was established in 1992 and has more than 880,00 deg customers.