Specialist insurer RIAS is to launch a fully integrated advertising campaign designed to reflect the modern face of the UK's over 50s.
The ‘Where experience counts' campaign is the first major public exposure for RIAS' new brand identity and proposition across TV advertisements, an acquisition campaign, direct mail and a refreshed website.
The provider said the TV campaign has been based on insights from the over 50s and were created to demonstrate their customers have lived long enough to know what they want from life and their insurance.
Mark Hanson, director of marketing at RIAS said: "Where experience counts' captures the essence of RIAS and demonstrates real insight into our audience's lives.
"It enables us to acknowledge and showcase the breadth and diversity of today's over 50s and how they should be treated. Our campaign also highlights how we reward our customers based on their experiences, such as an option to fix their car premium for two years."