"The 'Be Good at Life' campaign is built on shared values among New York Life and our policy owners. We are owned by our clients and we exist to always be there for them," said Kelli Parsons, Chief Communications and Marketing Officer, New York Life. "We provide expert guidance and solutions that empower people to make smart financial decisions that benefit them today and throughout their lives. We believe that financial security is attainable and liberates you to be good at life. The new campaign communicates this with an optimistic, breakthrough approach that is especially relevant and interesting to our growing number of Millennial clients."
"Be Good at Life" also addresses broader societal shifts in defining what it means to "live well."
"Americans are increasingly interested in the quality of their lives today, in addition to the legacies they will leave behind," said Kari Axberg, Head of Brand Marketing, New York Life. "New York Life meets both needs, providing peace of mind for unexpected life events, as well as offering benefits for the moments in between – such as income to fund college or a business, buy a home, or enjoy retirement."
The campaign will debut on Saturday, September 17, 2016 with a set of :60-, :30- and :15-second television commercials, digital media, outdoor advertising and a reimagined company website, www.NewYorkLife.com. To present the financial security provided by New York Life in a fresh and unexpected way, the company tapped comedian Demetri Martin for the introductory commercial featuring parents experiencing one of life's defining moments: childbirth. Martin lends his signature comedic talent to help New York Life demonstrate how having your financial future taken care of allows you to focus on life's joyous events.
To learn more about the campaign and how to "Be Good at Life," visit www.NewYorkLife.com or follow @NewYorkLife, #GoodAtLife on social media.
*A New York Life study showed that 75 percent of Americans do not have adequate life insurance coverage. Forty percent are underinsured and do not have enough life insurance coverage in place and 35 percent have no coverage at all. The 2013 survey was conducted by The Futures Company, an independent third party research company.
About New York Life
Committed to inspiring and enabling people to live better lives by helping them take control of their finances, New York Life Insurance Company, a Fortune 100 company founded in 1845, is the largest mutual life insurance company in the United States* and one of the largest life insurers in the world. New York Life has the highest financial strength ratings currently awarded to any life insurer by all four of the major credit rating agencies.** Headquartered in New York City, New York Life's family of companies offers life insurance, retirement income, investments and long-term care insurance.
*Based on revenue as reported by "Fortune 500 ranked within Industries, Insurance: Life, Health (Mutual)," Fortune magazine, 6/17/16. For methodology, please see http://fortune.com/fortune500/
**Individual independent rating agency commentary as of 8/09/16.
For more information, please contact:
Terri Wolcott, New York Life
Claire Tucker, Weber Shandwick
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/new-york-life-launches-new-campaign-inspiring-consumers-to-be-good-at-life-300328777.html
SOURCE New York Life