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Independence Blue Cross Launches New Ad Campaign 

Ahead of Open Enrollment for 2024, Independence Blue Cross (IBX) has launched a new advertising campaign focusing on the company’s strong roots in the Philadelphia region. The campaign kicked off last week across the PA-5 County area and features real members and businesses offering IBX coverage.

Advertisements will run on TV, radio, digital displays, billboards, bus wraps, newspapers, and magazines as regional residents choose their health insurance for 2024.

Highlighting a staple in the Philadelphia community

To dial up the hometown feel, several IBX ads feature the Philly Phanatic and Gritty. As the official health insurance sponsor of the Phillies and Flyers, IBX is the only carrier that can feature these beloved Philly mascots.

Additionally, new TV ads for the company include actual IBX members from throughout the Philadelphia area. In two separate commercials, IBX highlights the critical importance of local business owners, firefighters, nurses, teachers, and even farmers. Since their inception 85 years ago, IBX has supported the diverse businesses and consumers in our communities with coverage they can count on.

“When you launch a new advertising campaign, you want something that is “ownable,” something that no other carrier in the market can do. Highlighting real members and filming in our communities is something you won’t see from any of our competitors,” explained Koleen Cavanaugh, senior vice president and Chief Marketing Officer.

Return of the bold IBX 3D brand image

Introduced last year, the 3D IBX letters play a pivotal role in the new campaign. According to Cavanaugh, they symbolize that IBX is always there to support customers and members. She also noted that a recent survey found an increasing number of our members and consumers identify Independence as IBX.

“We are not changing our company name. It is still Independence Blue Cross,” noted Cavanaugh. “But by embracing IBX beyond our digital presence, we can further differentiate ourselves from other carriers.”

You can find the bold letters displayed prominently in many of the billboard and print advertisements as well as on-site at the IBX headquarters in Center City Philadelphia.

The campaign was developed and executed by Philadelphia based advertising agency, Tierney, in partnership with IBX.