Driving Consumers to Aviva Canada’s InsuranceHunter.ca Website
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CHALLENGE
Broad Reach was tasked with amplifying the Ontario launch of Aviva’s insurance comparison website, InsuranceHunter.ca to generate widespread consumer awareness and drive traffic to the site. Although InsuranceHunter.ca offered a superior service for consumers, it was entering a highly competitive marketplace with several insurance comparison sites already firmly established. To make an impact with media and consumers, Broad Reach needed to identify a strong news hook for the launch.

SOLUTION
Broad Reach designed a two-part media relations campaign to highlight Aviva and put InsuranceHunter.ca on the map. To introduce the service to automotive, business and insurance media, the team conducted targeted outreach to highlight the site’s range of features, ease of use and provider partnerships. To enhance awareness among Ontario consumers, the Broad Reach team executed a road safety campaign, which served as a powerful news hook to earn attention for InsuranceHunter.ca.

To help position InsuranceHunter.ca a leading safety advocate, Broad Reach worked with its research partner on a province-wide survey to uncover insights around Ontario parents’ driving habits on summer road trips. To complement the research, the Broad Reach team worked with InsuranceHunter.ca to identify road safety tips for drivers which could be developed into an infographic and recommended the appointment of a Road Safety Ambassador who would serve as the spokesperson for the campaign. The “Neglected Driver” media relations campaign earned widespread attention among media and influencers.

IMPACT
The media relations strategy for the launch of Aviva’s InsuranceHunter.ca generated widespread media coverage across Ontario and helped the company stand out from the competition by promoting a unique story angle around driver safety. It also drove consumers across the province to the website. Campaign results exceeded all expectations:
• 167 stories were generated
• Spokespeople participated in 20 print, radio and TV interviews.
• Coverage was secured on every major TV station (Canada AM, CBC, CTV, CITY TV, Global TV) as well as major regional radio stations (680 News, CBC Here and Now, CBC syndication, AM980, CBO-FM, 570 News, AM800).
• Stories ran across Ontario in all regions, from major cities to small towns to rural communities.
• Coverage was also secured on leading blogs Wonder Moms, a peek inside the fishbowl, Finance Fox, Everything Mom and Common Cents Mom.
• A significant increase in website visits and sales were generated as a direct result of this Ontario-based PR campaign.