The UK’s largest general insurer is launching a customer magazine to 500,000 of its customers.
The UK’s largest general insurer is launching a customer magazine to 500,000 of its customers.
The launch by Norwich Union follows a successful pilot to 50,000 of its customers. Results from the four-edition pilot showed 91% of customers read the magazine and 86% found the articles of value.
The first edition of the roll-out magazine will arrive on the doorsteps of 500,000 Norwich Union Direct customers in January. It is aimed at 25 to 45-year-olds who have at least one motor, home or annual travel policy with Norwich Union Direct.
This quarterly title will illustrate just how far Norwich Union has stretched its brand beyond core insurance products towards total solutions. Its huge buying power enables Norwich Union to pass on discount prices to its customers, so whether customers want to buy a new car, get a washing machine, book a holiday, or have their central heating serviced, Norwich Union will take care of it.
In addition to the useful and practical lifestyle-based content, the magazine will also demonstrate how its corporate social responsibility programme operates.
Sarah Black, publishing manager at Norwich Union, said: "Our research tells us that our customers trust the Norwich Union brand and are receptive to reading more about the products and services we can offer them.
"Previously we have only really been in touch with our customers through one dimensional direct marketing, but the magazine gives us a platform to have a completely new dialogue with them, building the brand, building relationships and providing great value products and services all in the same place."
The 64-page, premium quality magazine will carry paid-for advertising and the insurer has applied to the Audit Bureau of Circulation to have the distribution audited. It will be published by London-based Halcyon Services.
Black continued: "According to the Association of Publishing Agencies, 2003 saw an 85% increase in the number of customer magazines, and this interest has continued into 2004. We feel that following our successful 12-month pilot, this is an excellent opportunity to have an ongoing dialogue with our most valued customers to help them take care of what’s important."
Potential advertisers who would like to know more about the magazine should contact Roy Kemp at Synergy Group Media on 0208 255 2121.
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Media contacts:
Liz Kennett at Norwich Union on 01603 68 82 63/ 07800 699667
Notes to editors
- Norwich Union is the UK’s largest insurer with a market share of around 14 per cent.
- With a focus on insurance for individuals and small businesses, Norwich Union insures:
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- one in five households
- one in seven motor vehicles
- more than 800,000 businesses
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- Norwich Union products are available through a variety of distribution channels including brokers, corporate partners such as banks and building societies and Norwich Union Direct.
- Norwich Union’s news releases and a selection of images are available from Aviva’s internet press centre at www.aviva.com/media
- Members of the General Insurance Standards Council
- Members of the Aviva group