Longtime U.S. Paralympics sponsor The Hartford is turning its sports marketing efforts to a consumer-facing campaign for the Pyeongchang Games after activating internally for most of its two-decade relationship. The Hartford, which last year renewed as the official disability insurance sponsor through ’20, launched a digital and social campaign called “I Will” today. It features five Paralympians or hopefuls the company believes personifies the brand message that “there’s no such thing as disability, and with the will to prevail and the right support systems, anything is possible,” said The Hartford Chief Marketing & Communications Officer Kathy Bromage. The athletes are Keith Gabel (snowboarding); Oksana Masters (cross-country skiing); Mike Shea (snowboarding); Evan Strong (snowboarding); and Paralympian downhill skier Andrew Kurka. Bromage said the company has had a lot of success in using Paralympians as speakers to employees and sales partners, but it is now time for an external, direct-to-consumers message. “Increasingly, our research would tell us that people are really looking for brands to be a force for good,” she said. “While we all want to promote the high-quality products and services we offer, and The Hartford is no different, I think we’re all trying to find a higher purpose message, and put out there a stated belief.” The Hartford will not be using linear television time. It did air a commercial during the ’14 Sochi Games, but it decided social/digital was a better use of its budget and more likely to create long-term impressions. GMR advises The Hartford on its Olympic strategy.
