News

LONDON - RSA is rolling out a series of ads to promote its achievement as the insurance group celebrates its third centenary.

The company, which rebranded from Royal & Sun Alliance in 2008, is launching a print, outdoor and experiential marketing drive to raise awareness of its anniversary.

Although the account for the anniversary advertising was won by Fallon in 2009, the work was produced by RSA roster agency SFW.

Ads discuss famous former customers, such as Captain Cook and Charles Darwin, as well as more recent cases where the insurer has contributed to solving a crisis, such as the 2009 earthquake in L’Aquilla, Italy.

Consumers are directed to a dedicated microsite, www.RSA300.com. The campaign was overseen by RSA group strategy, marketing and customer director Clare Sheikh.
Further activity will follow, including ‘RSA Day’ on 25th June and more advertising in September. Brewer Shepherd Neame, which has been an RSA client for more than 200 years, has produced a special-edition beer - named ‘Seventeen 10’ in recognition of the insurer’s founding date - to mark the anniversary.

RSA is also planning a series of events in its major global markets.