BALTIMORE (Map, News) - When Travelers Insurance realized during an internal data search at the end of 2005 that the hybrid car owners they insured tended to show the characteristics of preferred drivers, they knew they had struck a gold mine.

“[Hybrid car owners] had more favorable responsibility characteristics, such as a better driving record,” Travelers corporate communications director Jennifer Wislocki said. “It was a combination of factors.”

It was then that Travelers decided to offer their hybrid customers an insurance offer of 10 percent off their policy. “The whole idea behind offering the 10 percent off is because Travelers prides itself on watching new trends and creating insurance products that meet those evolving needs,” Wislocki said.

To spread the word about the new discounted insurance, Travelers hired Imre Communications, a Towson-based marketing firm with offices in Washington, to develop a national campaign that included public relations, Web site design and promotional events. “We knew with the launch of this that it was going to be a challenge to get the word out nationwide, so it was crucial to have the resources to do that,” Wislocki said. “[Imre Communications] did it really successfully.”

Since the campaign’s launch in February, Travelers has doubled the number of hybrid car owners that it insures, according to Wislocki.

Dave Imre, president and CEO of Imre Communications, said the campaign targets young and hip hybrid owners through an out-of-the-box approach. “We want people who are in auto showrooms to realize that if they buy the hybrid, while they may pay a few more dollars now, down the road they will have savings in gas and insurance,” he said. “We want them to enter that into the equation.”

Imre added that part of the campaign included the first annual Hybrid Fest, which took place in July. “[Imre] definitely made sure they did the research to understand the hybrid car owner audience,” Wislocki said, adding that Travelers has been encouraged by traffic to the Web site.

CONTACT THE AGENCY

» Imre Communications

305 Washington Ave., Baltimore

» 410-821-8220

» www.imrecommunications.com

ecampbell@baltimoreexaminer.com

Comments from Examiner Readers

6:58 PM MST on Mon., Feb. 11, 2008 re: "Traction for Clos du Bois"

Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.

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10:02 AM MST on Mon., Nov. 19, 2007 re: "Catching tourists in Baltimore�s Web"

Examiner Reader said:
Get some of the crime issue solved too

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2:38 PM MST on Mon., Oct. 8, 2007 re: "China gears up relations campaign"

Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.

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8:36 AM MST on Tue., Sep. 25, 2007 re: "In-house work for Organic Inc."

Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay

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4:29 PM MST on Mon., Jun. 11, 2007 re: "AIDS prevention campaign targets Baltimore�s youth"

Examiner Reader said:
�We want to sound the alarm that AIDS is a serious problem,� said Rebkha Atnafou, director of The After-School Institute. �We need to stress the gravity of this situation.� I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.

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4:02 PM MST on Mon., Jun. 11, 2007 re: "EVB for A&E Network"

THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!

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7:18 AM MST on Tue., Jun. 5, 2007 re: "Reagan Building markets free event"

Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.

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5:56 PM MST on Mon., Jun. 4, 2007 re: "The M Line for Convention & Visitors Bureau"

Examiner Reader said:
uh, folks the "spot" is at the top...duh!

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3:45 PM MST on Mon., May. 14, 2007 re: "SenaReider for Togo�s"

Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!

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4:37 PM MST on Mon., May. 7, 2007 re: "Duncan/Channon for Tishman Speyer"

Examiner Reader said:
nice stuff! great campaign.

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1:55 PM MST on Tue., May. 1, 2007 re: "Campaign touts consulting firm as corporate watchdog"

Examiner Reader said:
hog wash!

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