Fort Dearborn Life Rebrands
January 5, 2010 by N/A
A benefits player is trying to raise its profile.
Fort Dearborn Life Insurance Company, Chicago, a unit of Health Care Service Service Corp., Chicago, will be marketing the products it and its affiliates sell under the Dearborn National brand name.
Health Care Service is the parent of Blue Cross and Blue Shield of Illinois and other Blues plans as well as of Fort Dearborn.
Fort Dearborn is one of the largest writers of group life, group disability and other benefits products in the United States.
Anthony Trani, who took over as president of Fort Dearborn in 2008, called for the rebranding after deciding that the company had less name recognition than he believed it deserved.
The campaign to promote the new Dearborn National brand will include national and regional advertising in the financial press, advertisements in trade publications, promotions linked to professional sports, and campaigns aimed at benefits advisors.
The affiliated companies marketing under the new Dearborn National brand include Fort Dearborn Life Insurance Company, Fort Dearborn Life Insurance Company of New York and Colorado Bankers Life Insurance Company.
Each company will continue to operate as a separate underwriting company, Fort Dearborn says.
A benefits player is trying to raise its profile.
Fort Dearborn Life Insurance Company, Chicago, a unit of Health Care Service Service Corp., Chicago, will be marketing the products it and its affiliates sell under the Dearborn National brand name.
Health Care Service is the parent of Blue Cross and Blue Shield of Illinois and other Blues plans as well as of Fort Dearborn.
Fort Dearborn is one of the largest writers of group life, group disability and other benefits products in the United States.
Anthony Trani, who took over as president of Fort Dearborn in 2008, called for the rebranding after deciding that the company had less name recognition than he believed it deserved.
The campaign to promote the new Dearborn National brand will include national and regional advertising in the financial press, advertisements in trade publications, promotions linked to professional sports, and campaigns aimed at benefits advisors.
The affiliated companies marketing under the new Dearborn National brand include Fort Dearborn Life Insurance Company, Fort Dearborn Life Insurance Company of New York and Colorado Bankers Life Insurance Company.
Each company will continue to operate as a separate underwriting company, Fort Dearborn says.
