from staff
BlueCross BlueShield of Florida Inc. announced it will launch a new brand campaign in the Jacksonville market with a 60-second commercial that will air right after the halftime show during Sunday’s Super Bowl game.
The company said in a news release that the “Looking Up” campaign leads the company’s efforts to refresh its brand and promotes the company’s new tag line, “In the pursuit of health.”
The campaign launches statewide on Feb. 7.
“Our new statewide advertising campaign underscores our commitment to advancing the health and well-being of Florida’s citizens while highlighting a refreshed look and feel of our brand,” says Mark Lee, vice president of brand development and marketing communications at BlueCross BlueShield of Florida.
The new campaign focuses on affordable products; the introduction of new health plans and services; the personalization of health care services and support through the Florida Blue retail centers; and strengthening the company’s impact on the community at large.
BlueCross and BlueShield of Florida is a not-for-profit, policyholder-owned mutual company.