Post Online - Hastings revamps image

Post Online - Hastings revamps image: "Hastings revamps image

Hastings Direct has restyled its brand icon 'Harry' in a bid to maximise its online quote volumes.

The personal lines broker has been reviewing its growth strategy since being acquired by Insurance Australia Group in September 2006.

Managing director, Nick Potts, said: 'We've evaluated every aspect of the business and improved practices throughout. Our strengthened offering has been aligned to what consumers really want from an insurance provider and now is the time to deliver it.'

The new TV advertising campaign starts today on on ITV, Channel 4, C5 and Sky, supported by exposure in national press and specialist magazines.

Claire Day, Hastings Direct's marketing director, says the brand re-launch builds on Harry's heritage in addition to positioning it as a conduit for future growth.

'The brand's new proposition ranks Hastings as an insurance provider in-tune with its current and potential customer base and supports planned premium price offers and further product launches planned for the spring.'"