Launch of a new wealth brand – OnePath

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ING Australia, the most trusted wealth brand in Australia*, has become OnePath.

Fifty OnePath employees from Sydney, Melbourne and New Zealand appeared in a new television advertising campaign launched yesterday, underlining the continuity of our staff as we transition to the OnePath brand.

The OnePath name and brand reflects our role in helping people shape and protect the quality of their lives, recognising that there is a different path for each of us.

Executive Director, Corporate Strategy & Marketing, Steve Sheppard said: “The commitment of our staff and the quality of our relationships with financial advisers is a key strength of the business.

“Using our staff for the OnePath launch demonstrates the continuity of our people and our business.

“We have helped Australians grow and protect their wealth for over 130 years. Regardless of the name change, we will have the same commitment to financial advisers and customers under the OnePath brand.

“The launch of OnePath is the dawn of a new and exciting chapter for the business.

“The name and logo were chosen following extensive research in the market and with our advisers, corporate partners and customers.”

The launch of OnePath has involved many elements:

  • A letter to over 800,000 customers
  • National adviser roadshow featuring keynote speaker, Bob Geldof
  • Trade and metro press advertising
  • Outdoor and street advertisements
  • Online presence
  • Television commercial
  • National IQ program sponsorship

“Through this national campaign we want to build awareness of the new brand but also emphasise the continuity of our people and our business,” said Mr Sheppard.

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