Finance director David Marshall said it wanted to boost sales of its policies with the message that its packages 'go further'. Service add-ons include phone-based travel and restaurant advice, regular offers and newsletters.
It will target the travel trade press - to promote its wholesale operation, Preferential Insurance Services - and national travel and personal finance media to publicise its online retail outfit, Preferential Direct.
'The business is getting more competitive. We have always found that PR plays an important part,' said Marshall.
The campaign is being handled by Magnetic PR, which has replaced incumbent big:group.