Nationwide Insurance supports Black History Month with Family Heritage Campaign
Website helps families build heritage tree; Donation supports United Negro College Fund
FOR IMMEDIATE RELEASE
February 1, 2010
Gayle Saunders 614-249-3687
Columbus, Ohio — In recognition of Black History Month, Nationwide Insurance is
encouraging consumers to get on line to share, build and capture
important family history in celebration of the rich heritage and legacy
of the African American family. In addition, consumers can visit Pandora.com to
build a personalized music library and support the United Negro College Fund (UNCF).
Beginning today, families can connect with their ancestry, celebrate
their past and work together to honor the present. It’s all part of
Nationwide’s ongoing effort to reach African American consumers. This
particular campaign, created by McKinney, Nationwide’s advertising agency
of record, includes the creation of a Family Heritage Tree
website where visitors can create their family history.
“Nationwide continues our commitment to support the African American
community," said Mark Hara, vice president for Nationwide. “The
Nationwide Family Heritage Tree website allows each member of the family
to input data, build their family tree, add photos, input facts about
their heritage and invite others to share. ”
The Family Heritage Tree website is a resource for visitors to share
data and stories with other family members, allowing for two-way
interaction to help build a more robust and complete family history. It
also provides an opportunity for family members to add comments and work
together to create their family tree.
“We are excited to launch this campaign on the first day of Black
History Month,” said Hara. “We hope families will use this web tool as a
way to honor their past, share stories amongst family members and build
their family history for themselves, and their children,” said
In addition to the website, through a partnership with Pandora.com, Nationwide is helping to support the UNCF. During Black History Month, Nationwide will have two branded stations available on Pandora, the popular personalized and free internet radio service. Nationwide will donate $5.00 to UNCF for each one of first 6000 visitors who listen to either one of the two Nationwide branded radio stations on Pandora.
“We’re pleased to partner with Nationwide, to give them a truly
innovative and creative option that facilitates their financial
contribution to the UNCF and delivers discovery and joy to those who get
the chance to listen to the great music on the Nationwide branded
stations.” said Pandora’s chief revenue officer John Trimble. “Pandora’s
multi-platform advertising solution, combined with our breadth of
demographic knowledge about our listeners, ensures that our partners,
such as Nationwide, will have their campaigns seen – and heard – by their
ideal target audience who are listening to internet radio.”
The campaign takes a unique approach to encourage families to share
information, interact through the internet using the Family Heritage Tree
website to capture their legacy and support the United Negro College
Fund. The Heritage Family Tree website can be accessed beginning February
1, 2010 through the end of the year.
Pandora is the personalized internet radio service available through personal computers, mobile phones, and a wide array of consumer electronic devices. With 45 million US listeners, 16 million of whom use Pandora off the PC, Pandora is the world’s largest internet radio service. By simply entering a favorite artist or song, listeners can instantly enjoy a personalized station based on Pandora’s Music Genome Project™. For more than ten years, Pandora’s team of professional musician analysts have been building the world’s most comprehensive and intricate musicological database, manually analyzing over 700,000 songs across up to 400 distinct musical attributes per song.
Nationwide, based in Columbus, Ohio, is one of the largest and strongest diversified insurance and financial services organizations in the U.S. and is rated A+ by A.M. Best. The company provides a full range of personalized insurance and financial services, including auto insurance, motorcycle, boat, homeowners, life insurance, farm, commercial insurance, administrative services, annuities, mortgages, mutual funds, pensions, long-term savings plans and health and productivity services. For more information, visit www.nationwide.com.
Nationwide, the Nationwide Framemark and On Your Side are service marks of Nationwide Mutual Insurance Company.