Big life insurer TAL has embarked on a major television brand awareness campaign — its first since rebranding from Tower Australia Limited and delisting from the Australian Securities Exchange around four years ago.
TAL chief executive, Brett Clark, announced the brand awareness campaign late last week just prior to it going to air on national television over the weekend.
He said that as well as raising awareness of the TAL brand, it was also aimed at helping restore trust and confidence in the Australian life insurance industry in the wake of some negative publicity.
Clark acknowledged that there had been a lack of brand recognition with respect to TAL, noting that it was hard to trust an organisation if not much was known about them.
“That’s why we are investing in our brand story more widely. We have a clear purpose at TAL in that we protect people, not things,” he said.
One of the strands of the television advertising campaign is that the brand TAL is utilised to spell out “The Australian Life”.
