Nationwide launches new ad campaign to celebrate Black History Month
Campaign includes web site to capture heritage and family legacy
FOR IMMEDIATE RELEASE
February 2, 2009
Bob Cunningham (614) 249-3091
Columbus, OH—Nationwide Mutual Insurance Company has launched a new Black History Month ad campaign that focuses on celebrating personal moments in Black history by individuals and their families. The “February through February” campaign includes an interactive web site (www.nationwide.com/mylegacy) where the public can publish significant moments of personal achievement within their African-American heritage.
“Our country’s African-American heritage is much more than the accomplishments of any one individual or group. It’s a mosaic created over time by the vast experiences of millions of people. This campaign acknowledges that reality and offers an opportunity for personal expressions of celebration by people all over the country,” said Luis Calva, senior marketing consultant for Nationwide. “This ad campaign connects to a key component of the celebration of Black History Month and helps salute the rich history of African Americans who have left a unique imprint on our country.”
The campaign was developed by the Carol H. Williams agency, which was recently announced as the agency of record for Nationwide’s effort to reach and expand its brand to the African American market.http://www.nationwide.com/newsroom/press-release-aa-agency.jsp
“We've selected Black History Month as a great launch for the legacy website to celebrate and help document stories from the African American community, says Steven Schreibman, vice president of advertising for Nationwide.
Advertising will run throughout February, but the website will continue to be available year round. Our advertising includes print ads in national magazines and local newspapers such as Ebony, Essence, American Legacy and Black Enterprise. Radio ads will also broadcast during the Yolanda Adams Show across the country, and online banner ads will also direct consumers to the Legacy Journal site.
The campaign takes a unique approach to encourage people to share information. Individuals can share their personal stories, family history and photos through this new Legacy Journal website. The site is similar to other photo-sharing sites in that you can upload photos, add descriptions, and share them with friends and family.
Individuals can access the web site and also link back to Nationwide’s primary web site, www.nationwide.com for information on their products and services.
Nationwide, based in Columbus, Ohio, is one of the largest diversified insurance and financial services organizations in the world. Nationwide ranks #108 on the Fortune 500 list. The company provides a full range of insurance and financial services, including auto, motorcycle, boat, homeowners, life, 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 federally registered service marks of Nationwide Mutual Insurance Company.