Aviva's big name charm offensive

A multi-million pound advertising campaign aimed at warming the public to Aviva, the new name of Norwich Union, is to be launched on Boxing Day.

It will feature A-list stars Walter Willis, Vincent Damon Furnier and Eleanor Nancy Gow - known to the general public as Bruce Willis, Alice Cooper and Elle Macpherson after they all changed their names.

It is the biggest ever financial services rebranding in the UK, costing in the region of £9million. The national campaign will be launched on Boxing Day on our television screens. There will be two bursts of television adverts, one from Boxing Day and another in March.

Other stars rumoured to be in the campaign to smooth over Norwich Union's rebranding are Ringo Starr, born Richard Starkey, Dame Edna Everage, aka Barry Humphries, and Michelle Yeoh, formerly Michelle King and Michelle Khan.

The change of the name is due to be complete in June 2009 when the Norwich Union brand is due to have been eradicated. Aviva first announced its plans to scrap the 200-year-old NU brand in April.



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Aviva's big name charm offensive
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