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(March-2004) HESTA decides to go it alone on the box
Health industry fund HESTA has broken with industry fund convention and aired its first independent television advertisement in early March.
HESTA CEO Anne-Marie Corboy says while the fund has previously advertised on television as part of industry fund joint venture arrangements, a decision has been taken to go it alone.
“While we gained great recognition from these advertisements, we felt it was time to run a campaign where we could focus on our specific brand positioning as the specialists in super for health and community services and communicate the benefits of being a HESTA member,” she says.
The television commercial will be shown on all commercial channels during peak viewing periods and lauds HESTA’s performance over the past 16 years claiming consecutive positive returns and low fees on its balanced investment options.
Corboy says the timing and placement of the advertisements reflects research on what is regarded as HESTA’s target audience.
The move by HESTA comes little more than a month after the Association of Superannuation Funds Australia launched a major national television advertising campaign, and coincides with the renewal of industry fund advertising featuring former Reserve Bank Governor Bernie Fraser.
AUTHOR
Mike Taylor
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