The Dominion has launched its first national TV commercial in its 125-year history, coinciding with a sponsorship deal with TSN.
The insurance company announced a multi-year partnership with TSN in January that includes title sponsorship of The Dominion All-Star Curling Skins Game taking place in January 2013.
“As part of that sponsorship, we obviously had some opportunity for advertising on TSN, and we wanted to make sure we put our best foot forward,” said Shelagh Paul, vice-president of corporate communications at The Dominion. Moreover, “the more consumers are aware of who we are makes the job of our brokers easier,” added Paul.
The 30-second spot, created by agency of record The BrainStorm Group, features a maple leaf slowly falling in front of a nice home. A voiceover positions The Dominion as a different kind of insurance company, one that “pays what we promise every time.” It ends with the new tagline, “We’re ready. We promise.” The commercial will air until mid-March across TSN.
“We wanted to deliver the message in a very genuine, warm, heartfelt way,” said Bob Froese, Brainstorm’s CEO. “We wanted to create a movie-esque scenario, so it’s done with a single shot and a single audio track that tells the story.”
The Dominion has been involved in the curling community since 2009 when it founded The Dominion Curling Club Championship, an annual tournament that brings together top “club-level” curlers from across the country. As part of its partnership with TSN, the network aired a one-hour special of the Curling Club event in November.
“Curling is a sport that thrives in small rural communities, the same communities where The Dominion does business through our local independent brokers,” said Paul. “It’s an effective way of building our brand at the community level and we see curlers as good business.”
