RICHMOND, Va., June 13 /PRNewswire-FirstCall/ -- Baby boomers
contemplating increased longevity can get a look at how rich life can be at
age 100 and above in Genworth Financial's new groundbreaking centenarian ad
campaign that begins today and will appear across television, print and the
To view the Multimedia News Release, go to:
The campaign, launched today on television and a special website created
by Genworth at http://www.genworth.com/100, features a pilot, trumpeter, water
skier, columnist and others -- all more than 100 years old and enjoying
vibrant, independent lives. The campaign highlights the need for financial
products and security at any stage of life, including Genworth products such
as life and long term care insurance, retirement income and investments and
"This campaign is a celebration of life," said Buzz Richmond, Genworth's
senior vice president for brand marketing. "It reminds viewers and readers
that people are living longer, healthier lives in retirement -- and what
better way than featuring these wonderful centenarians and their incredible
stories -- like Clayton Scott, 101, the nation's oldest licensed pilot, or
Helen Green, 104, who began her first email correspondence at age 95."
Centenarians are one of the nation's fastest-growing demographics, and
convey a compelling example of the nation's increasing longevity. While many
consumers are thinking about financial needs of early years of retirement, a
healthy couple aged 65 today has a 50 percent likelihood of seeing one of them
live to age 92, and a 25 percent chance that one will survive to age 97.
The television ads are airing on ESPN, CNN, Fox News, MSNBC, CNBC and
Discovery. "These ads target our core distributor demographic," said Richmond.
"Print media will launch July 10 in Money, SmartMoney, Fortune, Forbes,
Business Week, The Wall Street Journal and The New York Times, and run through
the rest of the year."
The initial television ads convey that Genworth Financial is a market
leader in providing products that give consumers retirement income they can't
outlive, as well as long term care insurance that enables them to receive
covered benefits where and when they choose. Additional print and television
ads will focus on these and other Genworth offerings, including mortgage
insurance, life insurance, and products which provide combined benefits such
as life insurance linked with long term care coverage.
"This new campaign introduces Genworth's products and services -- an
extension of our first series of ads that were designed just to introduce our
new brand following our initial public offering in 2004," Richmond said.
"While the ads are about real people and their very real, long lives, they are
designed to touch our core distributor demographic in ways that make them
increasingly excited and proud to represent Genworth products."
Meet Genworth's Centenarians:
Helen Green, 104
Born in Seattle, Helen became a published author at 93. She wrote her
first email at age 95.
Edward Rondthaler, 100
Ed walks a half mile daily and writes a weekly column for his local
newspaper. He also drives himself on errands around his hometown.
Leonard "Rosie" Ross, 100
On most Fridays, Rosie drives to the Pine Cone Inn in Arizona to play his
trumpet in a band; he also goes out dancing once a month.
Clayton Scott, 101
Clayton is the country's oldest licensed pilot. He took the controls of a
twin-engine Aerostar on his 100th birthday. He made more than 1000 test
flights of B-17 bombers during World War II.
Dr. Frank W. Shearer, 100
Frank has been water skiing since the early 1930s and was featured in the
March 2006 issue of Water Skier Magazine. He water skied in Acapulco,
Mexico for his 100th birthday.
Roberta Smith, 100
Roberta attended school in a one-room schoolhouse with 150 other children.
She recalls doing domestic work for Hopalong Cassidy and Bing Crosby, and
helped Lucille Ball and Desi Arnaz when they built their hotel in Palm
"These are wonderful, spirited and vigorous individuals who have been
inspirational to everyone involved in this campaign," said Richmond. "We are
honored to tell their stories and believe that life -- and Genworth products
purchased at the right time --- can be just as innovative for folks at age 100
or more as they can for anyone."
Multimedia stories about Genworth's centenarians are online at:
About Genworth Financial
Genworth (NYSE: GNW) is a leading insurance holding company, serving the
lifestyle protection, retirement income, investment and mortgage insurance
needs of more than 15 million customers, and has operations in 24 countries,
including the United States, Australia, Canada, Japan, Mexico, New Zealand,
the United Kingdom and 17 other European countries. For more information,
SOURCE Genworth Financial
CONTACT: Media: Phil Moeller, +1-804-662-2534,
Investors: Alicia Charity, +1-804-662-2248,
both of Genworth Financial