Becomes First Brand to Sign Long Term Deal with Belfast International Airport’s Car Park for Out Of Home Advertising

Online insurance brand and its agency BConnected Media have teamed up with Belfast International Airport to deliver another ground-breaking media first that will see the brand feature on Out Of Home (OOH) in-carpark advertising at the airport for the next year.

This partnership, worth tens of thousands of pounds, completely dominates all car-parking and drop-off facilities to help reinforce the its4women brand which provides online car insurance in the Northern Ireland market.

Earlier this year, sponsored mid mornings on Cool FM, Downtown Radio and Downtown Country, the first time that a brand ever sponsored a specific day part across three stations as part of the initial launch campaign.

The its4women brand has been operating in the insurance market in Ireland for the last ten years and is one of MCL InsureTech’s flagship brands. It has been instrumental in MCL InsureTech’s handling of over €80m of online car insurance policies and securing approximately 5% of the Irish market.

Stephen Lamb, Director of BConnected Media, MCL InsureTech’s media agency, discusses the importance of innovation when designing marketing campaigns:

“We were looking for a unique and innovative out of home advertising solution that would provide us with a direct route to target our female audience. its4women insurance is online and therefore it’s the perfect option for busy people, who are travelling and on the go.

“You can get the insurance cover you need, day or night, on web, on demand and on the go.  So, before you jet off on your holidays you can be assured that you are covered for any eventuality.  This one-year partnership with Belfast International Airport car park will expose the brand to millions of customers and build visibility of its4women and its insurance offering.”

Gary McClarty, Chief Executive of MCL InsureTech, explains how the award winning its4women brand is growing market share:

“ has been perfecting online car insurance for ten years and we have been there when we are needed the most, earning the trust of over 130,000 women in Ireland.  Our quick, easy, online insurance proposition is tailored to your individual needs and it has enabled us to capture around €80million of the motor insurance market in the Republic which equates to nearly one in every twenty vehicles.

“We intend to replicate this success in Northern Ireland, securing 5% to 10% of the local online car insurance market within 5 years.  This agreement with Belfast International Airport car park will help us achieve visibility and deliver against our objectives.”

MCL InsureTech also owns which offers online home, car, travel, health and property insurance for the over 25s; which rewards better driving and offers younger drivers competitive insurance and DotSys Ltd, a software programming company which provides financial software solutions to the financial services industry.

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

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