Aust Unity takes it to the masses

Australian Unity is launching a major TV campaign as part of a push to lift its brand awareness, says General Manager, Financial Services, Craig Dunstan.

Australian Unity is launching a major TV campaign as part of a push to lift its brand awareness, says General Manager, Financial Services, Craig Dunstan.

“We have to lift our profile and increase brand awareness if we are to grow the funds under management, “ he says.

Currently Australian Unity has more than $1.2 billion of funds under management, but Dunstan says there is no target of how much the company wants to grow the figure.

A key part of the campaign will be an exclusive sponsorship deal with the popular Nine network program Money. The company will also be spending more on print advertising during the six-week campaign.

Dunstan says most of the fund manager’s campaigns previously have been aimed at financial planners and researchers, with a small amount of print advertising targeting the public.

“Brand recognition is becoming more important and this campaign is to lift public awareness of Australian Unity brand products, so they talk about them with their advisers,” he says.

To support the advertising push, the company is a launching some additional products. The first, a high-growth bond aimed at high net worth individuals, is being unveiled this week.

Dunstan says the bond market is becoming more attractive to these investors and this new product will offer high growth to meet their expectations.

The bond will be 100 per cent equities, split between international and Australian shares.