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BOSTON – Focusing on the concerns of new parents, Holland Mark Martin Edmund has created a television, print and outdoor campaign for Blue Cross & Blue Shield of Massachusetts that introduces the tagline, “The family plans.”
Peter Meade, executive vice president of corporate affairs for the Boston-based client, said the branding effort constitutes a new positioning that focuses on quality care for families.
In a 30-second television spot now airing, a young couple takes their newborn home from the hospital.
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