Media Relations: NIG reaches out to consumers

Insurer NIG is looking to boost its profile among consumers via a series of regional seminars for SMEs, starring entrepreneur Simon Woodroffe, known for his role in BBC2's Dragons' Den.

NIG's two million policyholders currently come via brokers, but it is looking to break into consumer media and has hired FWD Financial Services Marketing as its first PR agency.

'Coverage is constant in the insurance trade press but brand awareness is much lower among consumers. It helps brokers to sell if consumers recognise the brand,' said FWD head of media relations Adrian Beeby.

NIG, owned by the Royal Bank of Scotland, will seek to comment on issues related to risk.

It will use seminars featuring Woodroffe on risk and business trends, appearing in six cities, to try and break into regional media.

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