With activity in 2017 being predominately focused on building an internal campaign, focus for 2018 was to broadcast the campaign on a more global basis.
Creating a London Market presence overseas
Along with maintaining the positive internal messaging, we worked closely with London Market firms throughout 2018, via our Board and Steering group to identify the key global markets where the campaign could be targeted. The first of these target markets was the US where we identified the WSIA Annual Marketplace conference (held in September 2018) as a key conference.
At this conference, a dedicated room was set up to showcase the London Market's breadth of expertise and depth of resource when managing complex and challenging risks. The area was open for attendees to use as a meeting space whilst enjoying some light refreshments, comfortable seating and branded campaign giveaways and enabled us to promote what the London Market made "possible" when assisting clients getting back on their feet.
Developing education materials
Outside of our conference activity, we worked with market firms, both in the UK and US, to create education material to further promote our market. The goal of this was to identify ways in which support could be provided to education and training initiatives that deepen participants’ understanding of the non-admitted market and London’s role within it. Efforts were also made around building a curriculum that would focus on the “insurance market of the future” and the needs it will be expected to serve.
Ongoing internal promotion
Whilst promoting the campaign abroad is crucial, so was the ongoing internal activity. To this end, we have contined the development of new stories and illustrations to demonstrate the wide variety of business the London Market is involved with and how it continues to be the leading market for commercial and specialty risk.