AIA NZ selects marketing and communications business partner

AIA New Zealand has appointed Bastion Shine as its integrated marketing and communications business partner.

Bastion Shine is a marketing and communications consultancy that was founded in 2005. Headquartered in Auckland, Bastion Shine has undergone a rapid growth period, having recently opened its Wellington operations.

AIA Group is present in 18 markets across Asia-Pacific. It entered the New Zealand market in 1981 as a member of the American Life Insurance Company. In 2018, AIA acquired Sovereign from Commonwealth Bank of Australia and rebranded it, making AIA the largest life insurer in New Zealand.

“We have been impressed by the strategic thinking and market understanding that the Bastion Shine team bring to the table,” said Angela Busby, AIA NZ chief customer officer. “It is clear that they are as committed as we are in achieving AIA’s purpose of helping New Zealanders live healthier, longer, better lives.

“Since AIA NZ launched our signature health and wellbeing programme, AIA Vitality, in mid-2019, we have been steadily building momentum and brand awareness in New Zealand,” she said. “We know that the Bastion Shine team will help continue this great work and support our aspiration to maintain a market-leading brand to match our industry position as New Zealand’s leading life insurer. We look forward to working with them on new brand and marketing campaigns for 2023 and beyond.”

“AIA is a purpose-led business and having the opportunity to partner with an organisation that positively impacts the health and wellbeing of New Zealand was a huge motivator for us,” said Toby Sellers, managing director of Bastion Shine. “We are also very excited that the scope of our assignment will allow us to bring together the combined capabilities of the Bastion Shine Group to deliver business and brand outcomes for AIA.”