Blue Cross and Blue Shield of Florica Launches Ad Campaign That Keeps Consumers "Looking Up"

Online, February 7, 2011 (Newswire.com) - Blue Cross and Blue Shield of Florida (BCBSF) is launching a new multiplatform campaign, developed by Draftfcb Chicago, beginning February 6 in select regions of Florida.

The "Looking Up" campaign includes TV, digital, print, direct and social media components. Its goal is to differentiate BCBSF from the competition by forging an emotional relationship with the brand.

"BCBSF is in the pursuit of health, and this new campaign helps exemplify our affordable prices, personalized service, wellness programs and community support," said Craig Thomas, Sr. Vice President & CMO, for BCBSF. "We believe the pursuit of health is a journey that everyone takes, and no matter where it leads, Blue Cross and Blue Shield of Florida will be there every step of the way. Always optimistic, always moving forward, always on the quest for better health. This campaign shows how it feels to have a company of passionate individuals on your side who believe in putting the well-being of Floridians ahead of everything else."

The TV launches during the Big Game on Feb. 6, during the second half on the local Fox channel in Jacksonville. It will extend to other key markets throughout Florida beginning Feb. 7. Campaign ads will run in both English and Spanish, with the appropriate option chosen based on population breakdowns.