Directline.com is to launch a multi-million pound marketing campaign to keep its position as the UK's leading online insurance site.
Direct Line says the new £5m campaign picks up where the £2m dotcom launch campaign left off.
The company claims that since its launch directline.com has achieved a 30% market share within the online insurance market, and a 40% share in motor insurance.
The campaign will run for three months and focus on motor and travel insurance. The aim is to achieve two million site visits over the campaign period and increase consumer brand awareness to over 50%.
The campaign will involve TV ads, a sandwich bag campaign and advertising on tubes and escalators.
Mark Godfrey, Direct Line's ecommerce
marketing director, said: “This campaign will bring us much closer to achieving our aim of selling 15% of motor insurance online by 2003.”
