IIC launches ad campaign to promote CIP designation

The TV and digital adds will run until March

IIC launches ad campaign to promote CIP designation

Insurance News

By Josh Recamara

The Insurance Institute of Canada (IIC) has launched a national advertising campaign to educate Canadian consumers about the value of the Chartered Insurance Professional (CIP) designation.

The campaign, which runs from January 20 to March 2, 2025, will be presented in English and French and includes a new suite of TV and digital ads.

“Our promotion utilizes a wide array of advertising assets to convey the premium value of the CIP, using precision targeting in contextually relevant ad spaces,” said Peter Hohman, president and chief executive of the Insurance Institute of Canada.

In English Canada, the campaign includes ads on the CBC News Network, with 30-second TV ads airing during the morning rotation and spots on TSN and Sportsnet. The campaign will also feature a variety of digital assets, including Bell Media’s SAM Digital Video placements, CBC Digital Video ads, and programmatic video, which uses predictive targeting and real-time data signals to reach audiences with timely and precise messaging across different devices and locations.

In French Canada, the campaign will use CBC/SRC Digital Video to air 15-second and 30-second spots, supported by programmatic video and similar targeting methods to ensure precise and contextually relevant audience reach.

“Our CIPs invest in their expertise, and in turn, we demonstrate to Canadian consumers that Chartered Insurance Professionals are educated to the highest professional standards, with the latest knowledge of the property and casualty industry,” Hohman said.

“It’s important to demonstrate this to consumers for assurance when protecting what matters most to them.”

The IIC is a professional education body for the property and casualty insurance industry, with more than 41,000 members, including more than 18,000 active students in formal programs. It is the parent organization of the Chartered Insurance Professionals’ Society, which serves CIPs and FCIPs.

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