AXA is planning an advertising campaign aimed at attracting customers back to the broker market.

The move follows the recent sale of its direct personal lines arm, AXA Direct, to the RAC.

The insurer is planning a two-stage campaign, including proximity ads such as posters or 'back-of-the-bus' images, promoting the benefits of the intermediated channel.

AXA personal lines channel manager Des O'Connor said: "The creative work for the consumer advertising is still being worked on, but it would appear at this moment that we will be pushing the expertise and choice provided by brokers.

"It is a tangible sign that having resolved the direct business there are now funds available to support our drive into intermediated business."

The budget for the campaign is "hundreds of thousands of pounds".

Phase one, due to start in November, will consist of messages aimed directly at brokers, pushing AXA's EDI capability.

Plans for phase two include publicising the AXA Business Risk system for commercial brokers and advertising direct to consumers.

O'Connor said: "If there is increasing advocacy of the broker market we are confident that we can get a big share of that business.

"We think that the work that has been done in fixing our engine room makes us an attractive proposition for brokers."