The National Insurance Brokers Association (NIBA) has launched a $1 million-plus advertising campaign designed to heighten awareness of brokers in the community.

The campaign, launched by NIBA President Steve Ball at the NIBA Convention on the Gold Coast on Sunday, will be seen on billboards, bus, tram and train stops and taxi-tops in major centres around Australia. A complementary radio advertising campaign is being launched next month in all major regional centres.

Describing the campaign as a “tremendous indication of NIBA’s commitment to its members”, Mr Ball told the convention’s opening ceremony that the campaign is an incentive for brokers to do more to promote their services in a market that is becoming increasingly competitive.

The campaign proper will kick off early next month, although early examples have been mounted on the Gold Coast to give NIBA delegates a taste of what to expect.

The advertising posters are also being sent to brokers’ offices around Australia. Each advertisement points to a new website, www.needabroker.com.au, which details the names and specialties of NIBA members.

“The campaign will succeed if brokers at all levels support the spirit of what we’re trying to do here,” Mr Ball said. “It’s important for every broker, no matter how small or how large. It reminds the community and clients why they should place great value on what we do.”

The campaign revolves around a slogan, “Every business needs an insurance broker”.

NIBA CEO Noel Pettersen told Sunrise Exchange News the new website “acts as a directory for the public in finding insurance brokers in their region with experience in the type of business they want covered”.

“From now until February next year, a range of outdoor and broadcast media will be used to promote the website and outline the importance of using a broker when purchasing insurance.”

Mr Pettersen says the site should be the first port of call for small businesses looking for insurance. Users of the service are guaranteed a broker that subscribes to the new Insurance Brokers Code of Practice, which includes a promise to deliver the highest standards of service and support at all times.