Why London?

Telling the London Market story

2019 strategic objectives

The strategic objectives for 2019 are as follows:

  • To create and maintain a set of core messages to educate, promote and articulate the benefits
    of the London Insurance Market to a variety of different audiences.
  • To engage with key stakeholders in building objective consensus around communications
    campaigns.
  • To create maintain a brand and design toolkit for use with internal engagement and
    external communications. This will allow firms within the market to take the messaging and
    visual elements and apply them in their own marketing activity. It will also produce effective
    and consistent communications to galvanise the market around its key strategic ambition of
    growth.
  • To execute campaigns to promote the LMIP proposition globally.

To achieve these objectives, the LMIP Steering Group set out three initial areas of focus. These include:

US Education
To target US brokers who might be unfamilar with the London Market and use education as a way of building their knowledge and understanding of London’s strengths as a global re/insurance hub. Work is currently underway with the CII to develop a number of training modules with London specific content that could be delivered remotely in the the form of interactive training courses.

Pivioting the London Market Message
The aim of this activity is to better enable and encourage London Market brokers and underwriters to tell the London Market story. In doing so, the aim is to inspire them to sell themselves, their organisation and the London Market by telling memorable and engaging stories in sales conversations and presentations. Work is underway to select a vendor to support this activity, with a planned release date in Q2 2019.

Refreshing the LMIP website
The current purpose of the LMIP website is primarily to provide a repository for campaign materials and a source of facts and stories. As it is sometimes difficult to navigate and to find the required information on the site, the time has come for it to evolve to meet the needs for new audiences. Therefore work is underway to select a vendor who will assist in constructing a site that has clarity about who the users are, is easy to navigate and delivers on the needs of its different audiences.

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