Churchill is relying on hot air and 'the dog' to set its brand soaring over the competition.
The insurer's latest marketing wheeze is to launch two branded hot-air balloons; one a traditional round shape carrying the Churchill logo; the other a bespoke balloon shaped like the Churchill dog.
With such a high profile marketing tool, it may surprise some that no journos were invited to a launch earlier this week, which took place in front of 50 employees.
Indefatigable in its search for the truth Backchat put the question to Churchill.
"Can you imagine getting any journalists out for seven in the morning," came the very pertinent response. Er, no. Point taken.