Hastings gets a makeover

by Richard Kilner

Story link: Hastings gets a makeover

Hasting Direct has undergone rebranding, which it will herald with a multi-channel advertising campaign.

In an attempt to bolster the firm’s online activity its armoured mascot, Harry, has been redesigned.

Hasting’s growth and capabilities have been undergoing review since late 2006, when it was acquired by Insurance Australia Group.

Nick Potts, MD, said that every facet of the firm had been looked at, and improvements made where appropriate.

The result, Potts says, is that Hastings is now much more attuned to customer demand.

Claire Day, marketing director, said that at present the firm was the 17th most recognised UK motor insurer.

However, after the changes that have been made the firm can now also offer home, motorbike, travel and SME products.

The TV advertising campaign commenced yesterday, but that is not the only method the new-look firm is employing.

Magazines targeting the specific market Hastings wishes to appeal to have also been utilised, including Top Gear, What Car and MCN.