MEDIA RELEASE: CAA Insurance Company Launches New Brand Identity and Marketing Campaign Focused on Making Things Better

CAA Insurance Company has launched a comprehensive, consumer-facing brand identity for the first time in its 49-year history. This brand identity includes a new tagline, positioning, and brand story that will be supported by a marketing campaign composed of television, radio, online commercials and social media.

"Our goal is to keep policyholders safe and continue to build trust with Canadians," says Matthew Turack, group president CAA Insurance. "As we continue to grow in both the direct-to-consumer and broker channels, it's important to showcase what makes CAA Insurance Company different."

The new brand identity reflects CAA Insurance's commitment to delivering a better, more human experience in insurance, delivered in a clear and kind way. The new tagline, 'CAA Insurance Company - Making Things Better™,' reflects this approach.

"Our brand marketing campaign focuses on relatable everyday moments that deliver information with empathy, reassurance, honesty, and some humour to connect with our target audiences," says Rhonda English, chief marketing CAA Club Group of Companies. "By creating a unique voice that speaks with care and concern, we are able to easily show the CAA Insurance brand's personality."

The new brand platform evolved from the CAA Club Group brand platform Driven by Good ™, which was launched last year. CAA Insurance follows the same strategy of being an organization that places the consumer at the centre of everything we do and strives to be a positive force for good because it’s the right thing to do.

CAA Insurance offers both home and auto insurance coverage. The company has always made business decisions based on what is best for our policyholders and consumers.

The company proactively and unexpectedly finds new ways to do more for its policyholders as a partner, always putting their best interests above all else and delivering unexpected value and unique offerings to our customers and brokers.

CAA Insurance's unique offerings include CAA MyPace™, Canada's only pay-as-you-go insurance payment program.

"We are focused on modernizing insurance by championing fairness and creating products, programs and discounts that add value to people’s lives," adds Turack. "Our new brand campaign is a testament to our commitment to lead the insurance industry by always doing the right thing.”

Watch the brand spots here www.makingthingsbetter.com