In January of this year, we announced a major project to bring Basler Versicherungen, Baloise Bank SoBa, Baloise Asset Management, Bâloise Assurances, Basilese Assicurazioni and Baloise Insurance together under one single brand, ‘Baloise’. A lot has happened in the meantime, and we are now delighted to present the revamped brand in all its glory. Baloise is becoming more diverse, mirroring our unique culture. Our familiar products and services will of course still be available, marketed across Europe under the ‘Baloise’ brand name.
The brand launch kicked off when 40 or so employees – all keen cyclists – from Baloise’s national subsidiaries set off on a four-day tour in which they rode from the Belgian office in Antwerp, through Luxembourg, France and Germany, before finally heading for Switzerland and our headquarters at Baloise Park in Basel. During the journey of over 720 kilometres, they supported each other, coped with the weather conditions and developed a strong team spirit. The shared feeling of achievement that they experienced upon arriving at the finish line exemplifies how we will stand together and position ourselves under the ‘Baloise’ name going forward. There may be many of us, yet we are one team, as can be seen in the following video.
We are also launching Baloise’s new campaign, which will run on TV channels, online, on billboards and elsewhere. In addition, a ‘Baloise tram’ in Basel and buses in Luxembourg will be taking to the streets decked out in the new colour scheme.
“The start of our Simply Safe: Season 2 strategic phase has provided us with a good opportunity to reposition Baloise as a brand. The investment we have made in our culture and our services over recent years needs to be reflected in a harmonised Baloise brand across all countries in which we operate. We are therefore delighted to offer inspiration through our new brand and the launch campaign, and to be a responsible and supportive partner for our stakeholders. After all, our vision is to provide security today and security in the future for our customers, partners, and employees, and for the society in which we live and work,” explains Gert De Winter, CEO of the Baloise Group.