Multi-channel advertising campaign launched ahead of product roll-out

Hasting Direct has restyled its mascot, Harry, in an attempt to boost the Bexhill-based personal lines broker's on-line quote volumes.

Since its acquisition by Insurance Australia Group (IAG) in September 2006, Hastings has been reviewing its capabilities and developing its growth strategy.

Managing director, Nick Potts said: "We've evaluated every aspect of the business and improved practices throughout. Our strengthened offering has been aligned to what consumers really want from an insurance provider and now is the time to deliver it."

Yesterday the company has already launched a new TV advertising campaign, supported by above-the-line exposure in national press and specialist magazines including Top Gear, What Car and MCN.

Hastings Direct's marketing director Claire Day added: "Consumer research places Hastings as the UK's 17th most recognised motor insurance brand - above Admiral, Endsleigh and Budget. The new brand proposition can support motor, home, motorbike, travel and SME products through direct, retail, aggregator and affinity distribution in personal and commercial markets.

"The brand's new proposition ranks Hastings as an insurance provider in-tune with its current and potential customer base and supports planned premium price offers and further product launches planned for the spring."