• by Steve McClellan  @mp_mcclellan, December 19, 2017

Sentry Insurance, one of the largest mutual insurance companies in the United States, is debuting its first national television campaign in more than 30 years. 

Created by gyro Chicago/Denver, the spots will debut in late December during the Golf Channel’s broadcasts leading up to, and including live coverage, of the Sentry Tournament of Champions golf tournament on Jan. 4-7.

The campaign promotes Sentry’s “Right By You” business-to-business brand platform designed to help businesses understand how Sentry earns their trust by sitting down, talking, and listening to them. The concept is brought to life via two iconic blue chairs, representing the two-way conversation between Sentry and its customers. 

The TV spots target a variety of business owners including “dealerships that keep businesses in business and the factories that keep the wheels of commerce moving.” 

Earlier this year, Sentry signed a five-year agreement with the PGA TOUR to become the sponsor of the Sentry Tournament of Champions golf tournament. It is the 110-year old company’s first major sports sponsorship. 

The four TV spots are part of an integrated campaign supported by digital, print, event activations, and public relations.