Blue Cross Blue Shield of Montana (BCBSMT) Taps Michael Walters Advertising (MWA) of Chicago to Increase Market Share

    CHICAGO, IL, February 27, 2013 /24-7PressRelease/ -- Michael Walters Advertising (MWA), based in Chicago, has been selected by Blue Cross Blue Shield of Montana (BCBSMT) to launch a new brand identity to promote the benefits of its services.

The largest and oldest health insurance company in Montana, BCBS has chosen Michael Walters Advertising as its new Agency of Record (AOR) for 2013. MWA will use their expertise in healthcare and insurance marketing to create a compelling message that will encourage new customers to choose BCBS over competitors or the affordable healthcare vouchers while maintaining current market share.

"The deciding factor for us selecting MWA was their experience as the brand architects for the National Association of Mutual Insurance Companies (NAMIC)," said John Doran, Director, Strategic Marketing Services. "We feel Michael Walters Advertising is the right agency to help communicate our message of building customer-focused relationships."

Michael Walters recently completed a strategy and mass media campaign focusing on BCBS' acceptance by 95% of physicians and 100% of hospitals throughout all of Montana.

"With the research and insight learned by MWA, the campaign will utilize the loyal nature of Montanans to work with a company that has been there for over 70 years as a trusted advisor," said Jim Lake, Vice President of MWA.

The agency will develop components needed by BCBSMT to move forward in communicating the new brand message for current and future marketing and advertising campaigns.

The initiative includes plans for a 360-degree marketing program featuring online, social and mobile media, print, direct mail, out-of-home, radio and television.

The campaign is currently in its brand awareness building phase with the direct response component set to begin in October. The campaign kicked off by premiering during the televised 2013 Super Bowl on Feb. 3rd in Montana.

ABOUT BCBSMT
Blue Cross Blue Shield of Montana (BCBSMT) has been providing with affordable, innovative health and wellness solutions and exceptional customer service for over 70 years exclusively in Montana for Montanans. As Montana's largest and oldest health insurance company, BCBSMT is linked with exceptional service and cost-effective, innovative products. For more than six decades and today, BCBSMT continues to provide that security with the mission to help people lead healthier lives.

ABOUT MICHAEL WALTERS ADVERTISING
Michael Walters Advertising is a full-service advertising agency that has partnered with many of the world's premier brand names to deliver custom marketing strategy and solutions to their clients including: Auto-Owners Insurance, Chicago Cubs, Morton's The Steakhouse, Comcast SportsNet, Hunter Douglas and many more. They are an independent advertising agency that provides an outside point of view for clients in the effort to sell their products or services. This gives MWA the proper perspective and strategy that they can then develop into successful campaigns. For further information, please contact us at (312) 467-5550.

Website: http://www.michaelwaltersadvertising.com

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