NEW YORK, Sept. 2, 2014 /PRNewswire/ -- Voya Financial,
Inc. (NYSE: VOYA), formerly ING U.S., announced today that it has
launched a new consumer marketing campaign to support the company's
rebranding activities. The campaign includes television,
digital, mobile, search, social media and trade advertising that
will run throughout the balance of 2014. Voya has also
introduced its new website, http://voya.com.
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please click:
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Voya's multi-step rebranding process began in April this year
when its holding company and philanthropic foundation transitioned
to the new brand. The company's five business segments
followed and are now all operating as Voya – the Investment
Management segment rebranded to Voya Investment Management in May;
the Employee Benefits segment also began its transition to Voya in
May; and, most recently, the Retirement, Annuities and Individual
Life segments changed to Voya as of September.
"From our initial public offering in May
2013, to the extensive rebranding work done across our
enterprise this year, today marks a significant milestone and the
next phase of an exciting journey," said Rodney O. Martin Jr., chairman and CEO of Voya
Financial. "We're thrilled that all of our businesses are now
operating as Voya. We look forward to building equity in our
new brand and for Americans to come to know us as the company that
can help advance their retirement readiness and financial
security."
The Consumer Debut of Voya
The Voya brand represents a new era for the company while
closely aligning with what the former ING brand was known for —
proactively and optimistically guiding Americans on their journeys
to and through retirement. The name builds upon a track record
of leadership in key retirement, investment and insurance market
segments.
"Voya is an abstract name coined from the word 'voyage.'
It reflects momentum, optimism and a view toward the future," said
Ann Glover, chief marketing officer
of Voya Financial. "The name also reminds us that a secure
financial future is more than just reaching a destination; it's
about a journey to financial empowerment, and having positive
experiences along the way."
To help build awareness for the new Voya brand, a comprehensive
marketing campaign has been planned across multiple media
channels. This includes a new television commercial, which
will run between September and November incorporating both the
iconic ING bench as well as Voya's latest "Orange Money" creative
concept. The commercial showcases a caterpillar transforming
into a butterfly with orange dollar wings, representing ING's
metamorphosis to Voya. It will be seen on a wide range of
network and cable media properties during professional sports, news
and late night programming. The spot can be viewed at
http://go.voya.com/ButterflyAd.
This transitional concept serves as a bridge between the two
brands until 2015, when the company's existing Orange Money
television commercials are scheduled to air again with the Voya
brand. The Orange Money ad campaign, which was introduced in
2013, underscores the importance of carefully managing and saving
one's retirement dollars.
"Our Orange Money campaign was designed with rebranding in
mind," noted Glover. "We realized the importance of creating a
concept that could work both as ING and after we became
Voya. Our goal was to find a way that could best bring
consumers along with us on this journey."
In addition to the advertising, Voya's new public website has
also launched. The new site, which replaces the former ING
U.S. website, has been designed to deliver an innovative consumer
experience while showcasing Voya as a new kind of financial
services company. Voya's bright color palette, including its
signature orange, is prominently featured. Information is
neatly organized in a "card" format so consumers can easily
navigate to the content that interests them, whether it's products
and services, corporate information or educational
resources. Visitors can customize and save their search
activity so it is available when they return. A video
demonstration of the site is available at
http://go.voya.com/WebsiteDemo.
As an industry leader and advocate for greater retirement
readiness, Voya is committed to delivering on its vision to be
America's Retirement Company™ and its
mission to make a secure financial future possible — one person,
one family, one institution at a time.
About Voya Financial
Voya Financial, Inc. (NYSE:
VOYA), which has rebranded from ING U.S., is composed of premier
retirement, investment and insurance companies serving the
financial needs of approximately 13 million individual and
institutional customers in the United States. The company's
vision is to be America's Retirement
Company™ and its guiding principle is
centered on solving the most daunting financial challenge facing
Americans today — retirement readiness. Working directly with
clients and through a broad group of financial intermediaries,
independent producers, affiliated advisors and dedicated sales
specialists, Voya provides a comprehensive portfolio of asset
accumulation, asset protection and asset distribution products and
services. With a dedicated workforce of approximately 7,000
employees, Voya is grounded in a clear mission to make a secure
financial future possible — one person, one family, one institution
at a time. For more information, visit http://voya.com or view
our Voya Financial Interactive Company Profile. Follow Voya
Financial on Facebook and Twitter @Voya.
Media Contact:
Joe
Loparco
Voya Financial
Office: 860.580.2677
Cell: 860.462.6525
joseph.loparco@voya.com
Investor Contact:
Darin
Arita
212-309-8999
IR@voya.com
To view the multimedia assets associated with this release,
please click:
http://www.multivu.com/players/English/7076156-voya-financial-debuts-brand-campaign-launches-advertising-website/
SOURCE Voya Financial