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Trusted Choice Ads Return to Airwaves Soon


Fourth National TV Ad Flight Starts Aug. 9


ALEXANDRIA, VA, July 29—Trusted ChoiceSM television ads return to the national airwaves next month when the fourth of six advertising flights in 2004 kicks off Aug. 9, announces Trusted ChoiceSM Board Chairman Ronald A. Smith, CPCU, president of Smith Sawyer Smith Insurance in Rochester, Ind., today.


The two-week national ad flight on cable television will run through Aug. 22 and will introduce millions of consumers to the Trusted ChoiceSM brand and the thousands of independent agents and brokers who are participating in the brand movement.


“Each time we advertise, Trusted ChoiceSM reaches millions of individuals and business owners across the country with its important message,” explains Smith. “We are educating consumers that Trusted ChoiceSM agencies and brokerage firms offer them benefits they want from their insurance counselor—choice of companies, customization of policies and advocacy support. This advertising also will show consumers how to find a Trusted ChoiceSM agent or broker who will provide them these benefits.”


The television commercials are designed to increase consumer awareness of Trusted ChoiceSM agencies and brokerage firms and help consumers throughout the country become more familiar with the benefits of using a Trusted ChoiceSM agency. The spots drive consumers to, where they can use the Agency Locator to find a Trusted ChoiceSM agency in their local area.


The August Trusted ChoiceSM spots will be seen on Fox News Channel, Turner Network Television (TNT), ESPN, ESPN2 and Home and Garden Television. Some of the high-profile shows that will feature Trusted ChoiceSM advertising are Fox News’ “O’Reilly Factor”, as well as ESPN’s coverage of the U.S. Golf Association Championship and LPGA golf. The ad flight will consist of more than 80 spots over the two-week period.


Two additional two-week ad flights are slated for 2004—in October and December. The first three flights this year aired in March, April and June.


Trusted ChoiceSM—the consumer marketing brand for independent insurance agents and brokers established by the Independent Insurance Agents & Brokers of America (the Big “I”) and numerous leading insurance companies—was launched in response to extensive consumer research about the position of independent agents and brokers in the marketplace.


To join Trusted ChoiceSM, go to and click on “Agents/Brokers” on the homepage.


Complementing the involvement of Trusted ChoiceSM agents and brokers in this branding initiative are 27 company and strategic partners.


Ten national insurers are Trusted ChoiceSM company partners: Encompass Insurance, Markel Insurance Company, MetLife Auto & Home, Ohio Casualty Insurance, Progressive, Rain and Hail Insurance Service, Safeco Insurance and the three Unitrin, Inc. divisions: Kemper Auto and Home, Unitrin Multi Lines Insurance and Unitrin Specialty Lines Insurance.


A total of 16 regional companies are Trusted ChoiceSM company partners: America First Insurance, Capital Insurance Group, Central Insurance Companies, Colorado Casualty, Consumers Insurance, GoAmerica Auto Insurance, Golden Eagle Insurance, Hawkeye-Security Insurance, Indiana Insurance, Main Street America Group, Maine Mutual Group, Montgomery Insurance, National Security Fire & Casualty, Peerless Insurance, Selective Insurance Group and Summit Insurance (R.I.). InsurBanc, a federal thrift bank created by the Big “I,” is a Trusted ChoiceSM strategic partner.


Trusted ChoiceSM is the consumer marketing identity for thousands of 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, most respected agent and broker association. Web address:

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

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