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Catch up with the latest press releases from LV=

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LV= launches new 50 Plus plan TV advert

Press release: 04/01/2011

LV= is launching a new TV advertisement for it's over 50s life insurance product the 50 Plus plan. The advertisement will air on terrestrial, satellite and cable channels.

Insurance, investment and pensions group LV= is launching its sixth TV advertising campaign to promote its '50 Plus plan.' The new TV advertisement was designed by creative marketing agency 'redtag' and hits the nation's screens on 4 January 2011, promoting the LV=50 Plus plan.

The advertisement has been developed with the LV= brand and features grandparents reminiscing at their favourite beauty spot. The advert highlights the importance of family and life events and how important planning ahead for the future is.

Geoff Bates, LV= life and pensions marketing and brand manager, said: "It’s a more uplifting take on the nostalgia that we associate with this type of product. We get a lot of feedback on the reasons why our customers buy our over 50s product, and the new advertisement demonstrates so clearly that protecting families is at the heart of our business."

Launched in October 2004, the LV= 50 Plus plan is available to 50 to 80 year olds, living in the UK. The life insurance plan provides guaranteed cover with a cash lump sum payable on death, without the need for a medical or answering any health questions.

Kevan Kelsey, Creative Director at redtag, said: "It's a new approach that takes the tried and tested formula we know customers like and uses it in a sensitive and poignant way".

The advertisement will launch on terrestrial, satellite and cable channels on the 4 January 2011.

About LV=

LV= is a registered trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies.

LV= employs around 4,000 people, serves over 4 million customers and members, and manages around £7.9bn (as at 30 September 2010) on their behalf, via LV= Asset Management (LVAM). We are also the UK's largest friendly society and a leading mutual financial services provider.