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Trusted Choice Ads Hit National Airwaves in March


Branding Program Plans Six National TV Ad Flights for 2004

ALEXANDRIA, Va., Jan. 8 - Consumers throughout the country will become more familiar with the benefits of using a Trusted ChoiceSM agency and the new brand identity when new Trusted ChoiceSM television commercials hit the national airwaves in March, says Trusted ChoiceSM Board Chairman Ronald A. Smith, CPCU, president of Smith Sawyer Smith Insurance in Rochester, Ind.

The first of six flights of Trusted ChoiceSM ads in 2004 will air nationwide from March 1 through 14 on popular news and entertainment programming on several cable networks. Other Trusted ChoiceSM ad flights are slated for April, June, August, October and December.

Independent Insurance Agents & Brokers of America (IIABA) and its company partners in response to extensive consumer research about the position of independent agents and brokers in the marketplace.

“The connection is clear: the more frequently that Trusted ChoiceSM commercials appear in family rooms throughout America, the more we gain new clients and business for our agencies and for companies that sell that their products through independent agents and brokers,” says Smith.

   “The March advertising flight will help raise awareness of Trusted ChoiceSM agents and brokers among the insurance-buying public,” Smith says. “We believe that the six ad flights in 2004 will further our objective to keep Trusted ChoiceSM in front of consumers on a consistent basis.”

The new television commercials, currently in development, will tout the benefits of using a Trusted ChoiceSM agent or broker and will drive consumers to, where they can search for Trusted ChoiceSM agencies in their local areas.

The Trusted ChoiceSM spots will be seen on CNN, CNN’s Headline News, A&E and The History Channel. Some of the high-profile shows that will feature Trusted ChoiceSM advertising are CNN’s Larry King Live and Wolf Blitzer Reports, A&E’s City Confidential and Premiere Bio Special, Headline News’ morning newscasts, and The History Channel’s Hardcore History. The first ad flight will consist of nearly 100 spots over the two-week period.

“We strongly encourage the more than 3,500 current Trusted ChoiceSM members to tie their local advertising activities with the national advertising flights,” says Larry Acord, Trusted ChoiceSM executive director and IIABA vice president of consumer marketing. “Running ads in the local community in conjunction with the national ads will further an agency’s recognition as a Trusted ChoiceSM agency among the individuals and business owners the agency is trying to reach.

“For those agencies that have not yet joined the branding movement, it is not too late to become a Trusted ChoiceSM agency before the March ad flight,” Acord says.

To join, go to and click on the “Agency Benefits and Registration” button on the homepage.

Complementing the involvement of Trusted ChoiceSM agents and brokers in this branding initiative are 25 company and strategic partners.

Six national insurers are Trusted ChoiceSM company partners: Encompass Insurance, MetLife Auto & Home, Ohio Casualty Insurance, Progressive, Rain and Hail Insurance Service, and Safeco Insurance. A total of 18 regional companies are Trusted ChoiceSM company partners: America First Insurance, Capital Insurance Group, Cascade National Insurance, Central Insurance Companies, Colorado Casualty, Consumers Insurance, GoAmerica Auto Insurance, Golden Eagle Insurance, Hawkeye-Security Insurance, Indiana Insurance, Kentucky National Insurance, Main Street America Group, Montgomery Insurance, National Security Fire & Casualty, Peerless Insurance, Rutgers Casualty Insurance, Selective Insurance Group and Summit Insurance (R.I.). InsurBanc, a federal thrift bank created by IIABA, is a Trusted ChoiceSM strategic partner.

Trusted ChoiceSM is the consumer marketing identity for more than 3,500 participating independent insurance agencies and brokerages and their branch locations. These firms offer a choice of insurance companies and policies, customization of policy coverage and advocacy. IIABA is the nation’s oldest and most-respected agent and broker association.


​127 South Peyton Street
Alexandria VA 22314
​phone: 800.221.7917
fax: 703.683.7556

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