Travelers Group created Diversified Distribution Services (DDS) to bundle together its disparate products (home insurance, auto insurance, long-term care insurance, home-equity loans, and mutual funds) and offer them as a unified package.

We introduced the program with a full launch campaign, including advertising, direct mail, and sales kits tailored for each target segment. The kits featured explanatory brochures, product sales sheets and response forms.

The package was distributed through banks, corporations and associations. These groups then became third-party sales agents, offering the package to their customers, employees and members.

Potential buyers called an 800-telephone number to purchase the products, so they had quick, easy, “one stop shopping” for their financial and insurance needs.

The DDS campaign was successful from its outset, and Travelers Group showcased the advertising in its Annual Report.