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Health Insurer Aetna Launches National Ad Campaign to Break from Pack.
Knight Ridder/Tribune Business News, January, 2004
By Diane Levick, The Hartford Courant, Conn. Knight Ridder/Tribune Business News
Jan. 29--Aetna Inc., looking to rebuild enrollment after slashing membership, launched a new national advertising campaign Wednesday that touts the company's data-crunching abilities.
Kicking off with three full pages in the Wall Street Journal, the campaign is meant to let Aetna "break from the pack" in an industry where there hasn't been much differentiation among players, said Nicole O'Rourke, Aetna's vice president of advertising and brand management.
The health insurer's campaign introduces a new tag line, "We want you to know," which replaces "Turning promise into practice."
The ads focus on "putting information to work for you." They cite...
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