The Travelers Company Inc. management said it will begin aggressively marketing its online direct personal lines business in an effort to capture a niche market the company is missing.
Joseph P. Lacher Jr., executive vice president for the St. Paul, Minn.-based insurer, said the company plans in late Spring and early Fall to begin rolling out TV and radio advertising touting its online direct market.
He said the initial roll-out will be modest in a few geographic locations as the company learns the impact of its ads. Plans call for an increase in advertising ramping up to national coverage during the summer.
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