Re-Opening the (Red) Umbrella

July 2008
Best's Review;Jul2008, Vol. 109 Issue 3, p24
Trade Publication
The article focuses on the re-opening of the red umbrella advertisement of Travelers Inc. in the U.S. The advertisement features a man in a bowler hat and vested suit, walking around carrying a 35-foot red umbrella, helping people in distress that he encounters along the way. Communications and branding officer Shane Boyd notes that Travelers is looking for ways to reflect the logo in a context consistent with the message of its brand and the idea of being in-synch with the customers' needs.


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