WILMINGTON, Del., July 9, 2012 /PRNewswire-USNewswire/ -- Blue Cross Blue Shield of Delaware is now Highmark Blue Cross Blue Shield Delaware (Highmark Delaware). This change reflects Highmark Delaware's affiliation with Pennsylvania-based Highmark Inc., (Highmark), which was approved by the Delaware Department of Insurance in December 2011.
To announce the name change, a new advertising campaign will run through August 27, and consists of cable TV, radio, newspaper, magazine, digital and outdoor messaging.
"While we're adopting a new name, our commitment to provide our members with access to affordable, high-quality health care coverage remains the same," said Highmark Delaware President Tim Constantine. "This name change emphasizes the wide range of resources that our affiliation with Highmark will bring to Delawareans. This is an exciting time for our company."
To promote Highmark Delaware's new name throughout the state, the 53-foot Highmark Direct mobile unit will tour the state in late July. The expandable truck, which is used in other Highmark locations to assist with open enrollment events and screenings at customer locations, has traveled more than 150,000 miles since January 2009 and utilizes a sustainable biodiesel fuel derived from vegetable oil and animal fat by-products.
The state-wide truck tour will begin with an employee event at Highmark Delaware headquarters in Wilmington on July 23. From there, the new name will be introduced throughout the state with public events at Frawley Stadium, Dover Downs and the Delaware State Fair.
Highmark Delaware Statewide Tour
July 24, 2012 — Highmark Delaware has partnered with the Wilmington Blue Rocks baseball club to sponsor Family Health Care Night at Frawley Stadium. The activities at Frawley Stadium will begin at 4:30 P.M. with free health screenings, sun safety and dental information, and photos with the team mascot, Rocky Bluewinkle. The first 1,500 people entering the gates at the game will receive Highmark Delaware t-shirts. During the seventh inning stretch, there will be a Highmark Delaware-sponsored hula hoop contest.
July 25, 2012 — The Highmark Direct mobile unit will continue south to Dover Downs, and host an event from 3:00 P.M. until 8:00 P.M. In addition to free health screenings, Highmark Delaware will distribute wellness information and healthy giveaways. WJBR radio will broadcast live from the Dover site. Visitors can also challenge themselves to complete a Segway obstacle course.
July 26, 2012 — On the final day of the tour, the mobile unit will set up at the Delaware State Fair in Harrington. Free BMI, blood pressure and vision screenings are planned. Additionally, visitors can participate in Zumba©, Drums Alive®′ and hoop dancing demonstrations. Highmark Delaware will again distribute wellness information and healthy giveaways.
About Highmark Blue Cross Blue Shield Delaware
Highmark Blue Cross Blue Shield Delaware (Highmark Delaware) is headquartered in Wilmington, Delaware. With nearly 80 years of service, Highmark Delaware offers a comprehensive portfolio of health benefits products to nearly 395,000 members. Highmark Delaware is an independent licensee of the Blue Cross and Blue Shield Association. More information about Highmark Delaware is available at highmarkbcbsde.com.
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®′ Registered trademark of Drums Alive North America.
SOURCE Highmark Blue Cross Blue Shield Delaware