Personal lines specialist Primary Direct is to rebrand itself as Primary1 with effect from this month.
The new brand will be rolled out in a series of mailers to existing travel customers and enquirers offering a 10% discount on new purchases of travel insurance until the end of November.
The Primary1 brand has been created to provide a brighter, bolder look for the company with greater consumer appeal.
Primary1's managing director John Bibby said: "The Primary Direct brand has served us well for six years, but its design is really a sub-brand of the Primary Group. With Primary1, we wanted to create an independent brand that would stand out to consumers in our advertising."
The Primary Direct brand will be phased out during the remainder of 2003.
