Generated a 50% unprompted recognition among the IFA community within the first six months
The challenge
Raise awareness amongst media and the industry of the Life Trust brand and also launch an innovative
and complex investment product (the Longevity Income Plan, or LIP)
Our response
We recommended Life Trust establish The Life Trust Foundation (a working group made up of key
figures involved in the longevity debate – such as Mike Lake, CEO of Help the Aged) as a mechanism to
raise the issue of the financial aspects of longevity with the mainstream news media. We executed an
extensive media relations campaign and launched the “Cost of Retirement” Report to place Life Trust
as a leading voice on retirement provision.
Results
The launch of Life Trust and the Foundation in 2008 achieved widespread coverage across national press (14 pieces of national print coverage alone ), broadcast media (including interviews on BBC R4 Today and R5 Wake up to Money) as well as trades. The coverage reached the crucial audiences of IFAs, the wider industry, as well as consumers and directly led to both IFA distributor and consumer enquiries about the LIP.
