10/06/05

Square One Publishing, the UK’s fastest growing publishing agency, has been chosen to revamp and publish Affinity, the customer magazine for UIA Insurance, provider of insurance services to trade unions, charities, friendly societies, and other non-profit organisations.

The win is a significant gain for Square One, as it expands its financial services sector client-base, which already includes Direct Line and Churchill.

The first issue of the new-look Affinity appeared in May, with specialist insurance professional Anne Caborn as Editor. The magazine will be a key tool for building brand awareness of UIA and an understanding of the organisation’s insurance products and services. The redesigned publication will work at communicating UIA’s ‘principled’ ethos and core values – supportive, dependable and trusted – to its customers. The magazine will have a more consumer-focussed approach.

Sean King, Square One Commercial Director, says: “Editorially we are using a mix of lifestyle features looking at home, travel, pets, money and well-being to make Affinity a must-read publication. The new design is lively and appealing, reflecting the customer research which helped shape its tone. All together it will be a much more engaging read and able to effectively deliver UIA’s objectives.”

Commercially, Affinity will use the improved editorial to link UIA services and products, helping build new opportunities with customers through cross and up-selling.

A spokesperson for UIA explains: “We are nurturing a much closer relationship with our customers as we develop our business. Historically customer communication has centred around more formal communications, but we feel that a magazine is a much more engaging way of talking with our members, and a great way of building a relationship with them whilst letting them know the full range of cover we provide.”

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