• by Nina Lentini  @Nina_Lentini, April 4, 2016

Voya Financial is launching an “Orange House Sweepstakes” that is being promoted with a fully integrated media campaign that includes television promotions as well as ongoing digital advertising, PR and social media activities.

The sweeps offers one winner $300,000, with Voya hoping they will apply the money toward the house they want in retirement.

Karen Eisenbach, CMO of Voya retirement, tells Marketing Daily that the program is a “continuation of the roughly $100 million, multi-year rebranding advertising investment that we began in September 2014 to introduce and establish our brand to consumers and business stakeholders.”

Interested parties must enter the sweepstakes by April 24 via Voya.com/OrangeHouse. 

One way Voya gets its message across is via ABC’s “Good Morning America” Real Money segments, which were “developed by Voya and ABC as part of our media partnership and are sponsored exclusively by Voya,” says Eisenbach. “We will typically work with ABC to help direct their content towards retirement-related topics.”

The company also creates “Man on the Street videos that appear on its YouTube channel. “They will be promoted as content through our Voya Facebook and Twitter channels to encourage consumers to start planning and organizing today, so they can be in a better position to achieve their retirement goals in the future,” she says.

“Man on the Street” videos also appear on Voya’s YouTube channel. Throughout the Orange House Sweepstakes period (now through April 24) the videos will be promoted as content through Voya Facebook and Twitter channels to encourage consumers to start planning and organizing today, so they can be in a better position to achieve their retirement goals in the future.

According to industry research, annual home-related expenses represent 43% of total spending for those ages 75 and older. Expenses include such things as mortgages, property taxes, insurance, rent, utilities, and costs for repairs, cleaning and maintenance. The Orange House Sweepstakes reminds everyone to start planning and organizing today so they can better address these needs when the time comes.