Dow Jones Launches Integrated Campaign for CIGNA Corp.
Dow Jones Integrated Solutions today announced the launch of a cross-media campaign for CIGNA Corporation. The CIGNA campaign, titled "The Benefits of Caring (SM)," is scheduled to run through the 1st Quarter of 2005 and will launch today. The campaign is "dedicated to educating employers and their employees about the benefits of focusing on health..." The integrated campaign includes print, online and WSJ.com. Specifically, print aspects will include The Wall Street Journal and SmartMoney Magazine and will feature original Dow Jones content and designs "paired with CIGNA-branded ads." CIGNA ran a similar campaign from May to November 2003. Throughout the '03 campaign Dow Jones tracked CIGNA's results and found that the program "reached more than 85% of senior executives with employee-benefits decision-making authority." The '03 print aspect was reported to outperform "advertising norms by an average of 23%." Information regarding this campaign was originally reported via Business Wire's press services. Here's a link for more information about Dow Jones Integrated Solutions
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