Colorado Casualty

Striving to become the preferred carrier in commercial insurance, Colorado Casualty wanted to reach new heights. Burns Marketing was selected to launch Colorado Casualty’s new brand around the tagline: “Strength through Partnerships.™

The Challenge:

Generate enthusiasm for the new Colorado Casualty mission, values, and vision, while developing excitement among employees for a successful future. Burns Marketing Communications was charged with creating momentum for the internal brand launch, as well as preparing the employees to be effective ambassadors for the external launch of the new brand.

The Solution:

Gather key insights about the company from internal stakeholders and outside agent customers to determine how to focus the brand. Burns Marketing developed a fresh brand story and visual identity that incorporated Colorado Casualty’s revamped image.

To introduce the new brand to employees, Burns Marketing developed a cutting-edge airline theme and teaser campaign. “Air Go” symbolized the idea that a new era in insurance was emerging, and that Colorado Casualty was poised to go higher, farther, and faster than ever before. Over the course of a few days, the new brand messaging was unveiled throughout the company’s two offices in Colorado and Arizona with boarding pass invitations, overhead signage and travel posters, in-flight magazines, and even flight attendants providing complimentary aisle service. The campaign culminated with the “Air Go” flight landing in paradise – an all-staff event where key management presented the new brand and reinforced the messaging with employees.

The Results:

The campaign was a success, energizing the employees and helping them identify with the new Colorado Casualty brand. With more than 80-percent of employees participating, the campaign strengthened employee commitment, and assured success for the external brand launch.