• by Tanya Gazdik , November 15, 2013

Liberty Mutual is focusing on the company’s passion to protect, comparing it to a business owner’s passion to thrive.

The newly launched domestic brand campaign for Liberty Mutual’s Commercial Insurance strategic business unit includes a 60-second video, created by Boston-based Hill Holliday.

The integrated campaign consists of print, radio, video, digital media and sponsorships to increase familiarity and preference with its agent and broker distribution partners and the business community. The effort demonstrates the breadth of business sizes and industries that the company insures.

“The campaign theme of ‘passion for what we do’ is the core of the partnership we have with our agents, brokers, benefit consultants and customers,” said Deborah McGonigle, chief marketing officer, Liberty Mutual Commercial Insurance, in a release. “It’s a reflection of the way our customers feel about their businesses and the way we feel about protecting what they’ve worked hard to build.”

The campaign coincides with the company’s yearlong effort to successfully transition its eight regional companies from their distinct brands to the Liberty Mutual Insurance brand.

“Our agents and brokers confirmed that the Liberty brand resonates more strongly with them and is better known to our current and potential customers,” McGonigle says.

As part of the broader campaign, the company launched a revamped website .

The site highlights the full offering of commercial lines coverages and services and is an important source of information and self-service options for customers or prospects looking to learn more about the company or to locate an independent agent or broker, McGonigle says.