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Manulife unites global brand presence with new strategy and tagline

Manulife unites global brand presence with new strategy and tagline

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Manulife has unveiled its new global brand strategy and tagline “Where will better take you”, aiming to unite its global brand resonance across the world and underscore its mission of "Decisions made easier. Lives made better".

Manulife Hong Kong has been supporting customers to achieve their life goals in the past century. The new brand strategy aligns with the company's commitment to understanding customers' needs through offering customised solutions to safeguard customers from the costs of unforeseen illnesses, plan their retirements, and grow their wealth.

The brand strategy revolves around five key pillars including health, life, investment management, retirement planning (MPF) and savings.

The campaign aims to highlight with Manulife's diversified health protection solutions, consumers can alleviate the treatment costs and expenses caused by a potential illness, accident, or disability and be assured that they can access the health care they need for treatment and recovery.​

Within the life pillar, the campaign wishes to highlight that in the face of life’s uncertainties, life insurance could be a wise decision to take control of families' future and support their lifestyles and dreams.

Manulife aims to offer diversified solutions including lifetime protection with potential long-term saving plan opportunities for consumers to grow their wealth steadily while protecting their loved ones.

To amplify the campaign reach, Manulife has rolled out a series of ads across various regions. For example, in Hong Kong, iconic wrap advertisements can be seen at key locations such as the Star Ferry Pier in Tsim Sha Tsui. 

Taxis featuring body wrap advertisements and Manulife-branded lightboxes have further illuminated the cityscape, ensuring the brand's visibility throughout the city.

Manulife has also placed prominent advertisements on digital panels at the Hong Kong International Airport baggage reclaim network. A bus shelter domination at Statue Square in Central, and a series of advertisements at bus shelters across the city are all set to garner citywide attention.

In tandem with this, Manulife also lends its support to the core programme at the façade of M+, one of the most prominent landmarks in Hong Kong’s iconic skyline.

Starting from 21 June, audiences can enjoy a selection of brand-new animated videos showcasing numerous museum objects, alongside moving image works, between 6-7pm and 9-10pm.

Don't miss: Manulife HK and Mind HK team up to empower sustained health and wellbeing

Back in May, Manulife Hong Kong and mental health charity Mind HK (香港心聆) inked deal to address misconceptions towards mental health and empower sustained health and wellbeing. 

As part of the two-year campaign, also known as “Strategic Charity Partnership”, Manulife and Mind HK will co-organise a series of awareness events, anti-stigma programmes, and ongoing training initiatives to raise mental health awareness and support the mental health services in Hong Kong.

Meanwhile, the partnership also aims to help advance one of Manulife’s Impact Agenda commitments to empower sustained health and wellbeing. 

Related articles:
Manulife HK and CUHK Medical Centre expand partnership to bring personalised services

Manulife HK and HEAL Medical join forces to enhance customer medical experience

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