Fortis Long-Term Care Tests Hoffman Ads

Hoffman York in Milwaukee appeals to older people’s sense of personal responsibility in a TV, print and radio campaign that begins testing this week in Charlotte, N.C.
The effort is the first TV advertising for Fortis Long Term Care in Milwaukee, a division of Fortis Inc., New York, said Kellie Bliss, an account supervisor at Hoffman York.
Research indicated advertising in the long-term care insurance field often takes a rational approach, telling senior citizens that since there’s a good chance they’ll enter a nursing home or similar facility someday, they should plan accordingly, Bliss said.