Unum Kicks off Football Campaign with ESPN

Unum announced
plans to continue its relationship with ESPN by signing on as the sole sponsor
for its “Injury Report” to air during the network’s “College Football Live”

Unum began
its partnership with ESPN in April as the sole sponsor for the original Injury
Report, currently running through the regular Major League Baseball (MLB)
season during the network’s “Baseball Tonight” show.

college football campaign kicks off in prime time during “College Football Live”
on Sept. 14 with the debut of the “Unum Injury Report,” an updated summary of
which collegiate players are hurt, the nature of their injuries and their
expected return dates. The multi-million dollar campaign uses the in-program
Injury Report feature along with advertising on ESPN, ESPN2, ESPNews and ABC
network television to provide continued support for the company’s new brand.

branding efforts through ESPN are resonating with target audiences, so it made
perfect sense for Unum to continue to grow its partnership with such a
recognized and well-received media brand,” said Joseph Foley, Unum’s senior
vice president and chief marketing officer. “ESPN’s exceptional college
football programming gives us yet another avenue to increase awareness of the
full-range of benefits we offer. This campaign reinforces Unum’s philosophy
that when disability strikes, helping both the individual and the organization
get back on their feet is equally important.”

In April,
Unum unveiled a new corporate brand that distinguishes the company as a leader
in the employee benefits industry. With a contemporary logo and the tagline “Better
benefits at work,” the brand illustrates both the “new” Unum and its legacy of
innovation and commitment to the employee benefits market. This additional ESPN
campaign is another component of Unum’s more aggressive marketing effort that
includes print and broadcast advertisements in other national and local media.

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