‘Pay-by-mile’ car insurance provider By Miles has launched its first national UK advertising campaign in a deal planned and negotiated by PHD Manchester.
The insurance firm will sponsor travel documentaries on ITV in a campaign that launched this month. By Miles will sponsor the six-part road trip adventure, Bradley Walsh & Son: Breaking Dad, as well as programmes including Alexander Armstrong’s arctic odyssey, Land of the Rising Sun and The Secret Mediterranean with journalist Trevor McDonald.
It will also be supported with a national drive-time radio campaign across 13 stations until the end of July.
“Being a new challenger in car insurance, we looked to PHD Manchester to help us build brand awareness in a crowded marketplace,” said Gill Black, Head of Marketing for By Miles.
“After an initial test campaign on radio and outdoor in early 2020, we weren’t really considering TV at this stage of our brand journey. But as demand increased for our pay-by-mile policies during lockdown, due to our fairer, more flexible pricing model, a sponsorship just made sense to improve awareness of our product.
“As a start-up, it’s not always easy to get access to expertise at the larger agencies, and it’s a pleasure to work with a partner that understands our needs.”
Debbie Yuen, Media Group Manager at PHD Manchester, added: “We’re proud to be working with By Miles to drive awareness of this growing brand. With fewer people travelling in the UK, and across shorter distances, the moment is perfect for an innovative insurance product focusing on the mileage that people are actually driving.”
By Miles appointed PHD Manchester to manage its media planning and buying in July 2019.
