Abbey to roll out customer magazine

by Nicola Clark, marketingmagazine.co.uk 17-Mar-09, 08:30

LONDON - Abbey is launching the first customer magazine for its Home Insurance brand as it looks to take a more light-hearted approach to finance.

The magazine, entitled Life & Stuff, will be published quarterly. It will be mailed directly to Abbey customers, with an initial circulation of 200,000.

The title will take a scrapbook editorial style, designed to create a cheerful and down-to-earth approach to the traditionally bland subject of insurance, as well as drive customer loyalty. The spring 2009 issue will include features on assessing the true value of your wardrobe and ways to brighten the summer.

The finance brand has hired Cedar Communications to produce the magazine, following a four-way pitch.

Thierry Campet, director of sales and marketing at Abbey Insurance, said: 'We felt it was time that people looked at insurance differently. It is important that homeowners understand that insurance is not only required to protect your possessions, but also your way of life.'

Abbey is the latest financial brand to enter the customer publishing arena. The Royal Bank of Scotland recently increased the circulation of its magazine, Sense, published by John Brown.

The investment comes as financial institutions face up to a crisis of trust among consumers following the near-collapse of some of the world's biggest banking brands.