IAG is spending $30 million repositioning a group of key personal lines brands.

A spokesman told insuranceNEWS.com.au NRMA Insurance, SGIO and SGIC are making the change.

Last night in conjunction with two new advertising campaigns, the group launched a new brand catchline, changing from “Unworry” to “Experience the Difference”.

An NRMA Insurance marketing spokesman says this positioning “highlights the genuine difference between the brands” and will help to highlight the difference between its brand and others in the increasingly crowded direct personal lines market.

The “Unworry” tag has been running since 2008. The spokesman declined to confirm that the cost of the re-branding is $30 million.

In a second campaign aired in Queensland yesterday, Brisbane Broncos rugby league players appeared in an NRMA Insurance commercial saying they “will do anything to win”.