Tuesday, June 25, 2002

Insurance Company Launches National Communications Campaign, Signs on Dick Van Dyke to Stake Claim to Booming 50-Plus Market

CHICAGO (June 25, 2002) - Chicago-based Bankers Life and Casualty Company is launching a national, integrated communications campaign in support of its market-driven portfolio of health, life and annuity products tailored specifically for the senior population. A leader in senior healthcare products for 20 years, Bankers Life and Casualty plans to rise above the din of product-driven insurance providers by clearly staking a claim with its "We specialize in seniors" positioning.

Bankers Life and Casualty retained Chicago-based grant · jacoby in February to help plan and execute the strategic integrated communications initiative, which includes advertising in Time magazine, audience segmentation research, direct and database marketing, agent sales support materials, strategic partnership support, and public relations. All efforts are geared toward connecting with seniors aged 55 to 85, a group growing 2.5 times the rate of the overall population.

"'We specialize in seniors' leaves no doubt about where our commitments lay," said Bankers Life and Casualty CEO and President Ed Berube. "As the senior market's demand for high-value products continues to increase, we think they should know where they can turn to preserve and protect their financial futures. And we want to be very clear that it's Bankers Life and Casualty."

Bankers Life and Casualty products have been senior-focused for four decades, but only now is the company launching a national campaign to broaden awareness as the leading provider of agent-distributed lifestyle protection and retirement savings products and services. A strong emphasis for the company's communications goals is to provide its dedicated, national 3,000-agent sales force with the tools they need to reach out to seniors.

"The Bankers Life and Casualty name already scores high with seniors," said grant · jacoby CEO Andrea Murphy. "But even though people know about the company and about long term care insurance, the market research shows an alarming number aren't prepared for the expense of nursing homes and other major costs for which they're not currently covered. This program will help seniors learn to take control of their and their families' futures."

The Bankers Life and Casualty print advertising campaign drives the point home. One execution recently featured in Time magazine shows an active senior woman in an urban garden with copy reading: "Ann McSweeny specializes in topiaries. We specialize in Ann McSweeny."

In addition, Bankers Life and Casualty plans to leverage spokesperson Dick Van Dyke, signed in May 2001. Expect to see more of the respected actor's image in conjunction with Bankers Life and Casualty's collateral as the company reaches out to the growing senior demographic. Van Dyke's popularity with Baby Boomers will help the company highlight the critical importance of health and life insurance protection and retirement savings for senior Americans.

Established in 1879 and headquartered at the historic Merchandise Mart in downtown Chicago, Bankers Life and Casualty Company focuses exclusively on the financial security needs of seniors. The company offers a broad portfolio of health and life insurance and retirement savings products designed especially for seniors. These products are distributed through a national network of professionally trained company agents. Visit us online at www.bankers.com.

Contact: Linda Heacox


Minor modifications may have been made to the above since its original release, to ensure accuracy and currency of information.