Middlesea Valletta Life (MSV) has launched a new advertising campaign with an evolved brand identity for all its products.

The new campaign, an evolution of the company’s already established brand persona, provides distinction and differentiation by delivering concepts aimed to evoke the need within current and prospective customers to enjoy life, free from the anxiety of financial burdens. The concept behind the campaign is Celebrate Life and features the tagline ‘Happiness is a journey not a destination’. The visuals utilised in the colourful adverts depict movement, flexibility and everyday happy moments, attainable by anyone.

The various products promoted via the campaign – MSV Investment Bond, MSV Baby Bond, MSV Retirement Plan, MSV Single Premium Plan, MSV House Loan Plan, MSV Child Policy and MSV Level Term – are directed at Middlesea Valletta Life’s different target markets. The people portrayed in the advertising images, shot locally using Maltese actors and talent, are the personification of Middlesea Valletta Life’s commitment to provide financial security. The rationale behind the company’s brand management is that of increasing long-term brand equity.

Middlesea Valletta Life Assurance Company Ltd is authorised to carry on long term business under the Insurance Business Act 1998 and licensed to provide investment services in terms of the Investment Services Act, 1994 in relation to linked long-term contracts of insurance.