BOSTON, Sept. 10 /PRNewswire/ -- John Hancock Financial Services today
unveiled three new advertisements, extending its "Promises" campaign
launched one year ago. The new ads further develop the campaign that
positions John Hancock -- through its trusted insurance brand and top
performing, innovative investment products -- as empowering Baby Boomers to
fulfill their life promises to themselves and loved ones. The ads are part
of the $25-35million advertising commitment announced during the first
phase of the campaign last year.
The new ads, known as "House," "Business" and "Teacher," convey
personal stories about accumulating wealth to help the ones you love,
creating a legacy for future generations, and making a major life or career
change. The ads highlight the way in which John Hancock's insurance,
investment, and retirement products and services, including mutual funds,
variable annuities and 401(k) plans, are geared toward helping individuals
accumulate and protect their assets.
In "House," a man in his forties conveys his determination to take care
of his parents as they cared for him, which includes helping them remain in
the family home in their later years. In "Business," a business owner cites
his own success as one reason he wants to help his daughter achieve her
dream of having her own business. In "Teacher," a successful architect has
achieved the financial wherewithal to enable her to embark on a second
career as a math teacher.
"We have had tremendous, positive consumer and industry response since
the launch of our "Promises" campaign last year," said Jim Bacharach, Vice
President of Advertising. "We believe that part of our success has been
because we have taken a different approach to our advertising. In the
financial services industry, companies typically empathize with the
consumer or talk about their own capabilities. The message is usually that
retirement is either easy because 'we make it that way,' or hard and that
you need an expert to help you. At John Hancock, we're saying 'it's
personal, it's human, it's possible.'"
Boston-based Hill, Holliday, Connors, Cosmopulos created the 30-second
television spots that will debut on cable television, specifically
lifestyle and news programming on stations including CNN, ESPN and
Discovery, among others, beginning today. The company will also advertise
during college football games on network television.
Print publications such as Money Magazine, Sports Illustrated, Travel &
Leisure, Coastal Living, National Geographic Traveler, Forbes Life and
Forbes Executive Woman will feature full-page, four-color ads. Also
included are ads in The Wall Street Journal, which will appear on the front
page of the Personal Journal section. Online advertising is also a part of
the mix, including spots on AOL, Yahoo, Reuters, NationalGeographic.com and
In addition, John Hancock is continuing to sponsor special television
segments and print supplements relating to 'promises made and kept,'
working with outlets such as the CBS Morning Show, Sports Illustrated,
National Geographic and The Wall Street Journal, among others.
About John Hancock and Manulife Financial
John Hancock is a unit of Manulife Financial Corporation (the Company),
a leading Canadian-based financial services group serving millions of
customers in 19 countries and territories worldwide. Operating as Manulife
Financial in Canada and in most of Asia, and primarily as John Hancock in
the United States, the Company offers clients a diverse range of financial
protection products and wealth management services through its extensive
network of employees, agents and distribution partners. Funds under
management by Manulife Financial and its subsidiaries were Cdn$410 billion
(US$386 billion) as at June 30, 2007.
Manulife Financial Corporation trades as 'MFC' on the TSX, NYSE and
PSE, and under '0945' on the SEHK. Manulife Financial can be found on the
Internet at http://www.manulife.com.
The John Hancock unit, through its insurance companies, comprises one
of the largest life insurers in the United States. John Hancock offers a
broad range of financial products and services, including life insurance,
fixed and variable annuities, mutual funds, 401(k) plans, long term care
insurance, college savings, and other forms of business insurance.
John Hancock's primary insurance subsidiaries carry the highest - "AAA"
- financial strength rating from Standard & Poor's Ratings Services.
SOURCE John Hancock Financial Services