‘Its4Women.co.uk’ launch in Northern Ireland with £1million advertising and sponsorship campaign



As part of the launch activity, www.its4women.co.uk will sponsor mid mornings on Cool FM, Downtown Radio and Downtown Country. This is the first time that a brand has ever sponsored a specific day part across the three stations.

The 'Its4Women' brand, which provides car, travel and home insurance, has been operating in the insurance market in Republic of Ireland for the last ten years and has played a key role in MCL InsureTech's, operators of its4women, handling of over €80m of online car insurance policies and securing approximately 5% of the Irish market.

Gary McClarty, Chief Executive of MCL InsureTech Ltd, operator of its4women.co.uk, discusses the launch and the company’s expansion plans in Northern Ireland:

"Our flagship Its4Women insurance brand has already proved to be extremely successful in Ireland. We are thrilled to be launching it in the Northern Ireland market and to increase brand awareness we are supporting the launch with a £1million advertising and sponsorship campaign.

My McClarty adds, "Advertising will feature across a range of platforms; television, cinema, billboards, buses, digital channels, social media and radio. In a media first, we are sponsoring a mid-morning takeover on Cool FM, Downtown Radio and Downtown Country until June 2019.


‘Its4Women.co.uk’ launch in Northern Ireland with £1million advertising and sponsorship campaign


Pictured with Gary McClarty (second from left) are presenters Kirstie McMurray, Caroline Fleck, and Paul Kennedy of Downtown Country, Downtown Radio, and Cool FM, respectively.

“We will also be the first car insurance company to create YouTube content. The campaign, which is created locally by ARC, will break with the first mini movie around Valentine’s Day. We anticipate that there will be a series of mini movies during the course of 2019.”

Talking further about the company’s marketing push, Mr McClarty explained: "The mix of outdoor advertising will give us 82% coverage of all adults, while the average frequency of views per adult will be 24 times or more over the course of campaign. It's a significant but targeted and strategic investment which will help us to achieve our aim of securing 5% to 10% of the local online car insurance market within 5 years.

"Over the last ten years MCL InsureTech has become one of Ireland’s leading online insurance companies. Our unique online insurance proposition has already enabled us to capture around €80 million of the motor insurance market in the Republic which equates to nearly one in every twenty vehicles. We intend to replicate this success in the Northern Ireland market.”

As part of a major expansion plan in Northern Ireland MCL InsureTech is to create 10 new jobs in the next 6 months, with a further 40 new jobs envisaged over the next three to five years. Staff numbers at the organisation have more than tripled over the last decade, up from 30 to 102.

The company’s flagship brands in Republic of Ireland are: www.its4women.ie which provides online insurance for women; www.25plus.ie which offers online home, car, travel, health and property insurance for the over 25s; and www.boxymo.ie which rewards better driving and offers younger drivers competitive insurance.

MCL InsureTech also own a software programming company DotSys Ltd which provides financial software solutions to the financial services industry and BConnected Media, an in-house media buying company.


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