Norwich Union (NU) is launching its first television advertising campaign for its equity release portfolio today.
The theme of the campaign, which will be broadcast on Channel 4, Channel 5, Central and WTV, is the benefits people can receive by releasing equity from their properties.
NU spokesman Daren Carter said: "Take-up of equity release has increased more than tenfold over five years and it appears that it is continuing to boom. Equity release is no longer seen as a 'last resort' way of raising money, but a valid and effective way of making the most of the money tied up in people's bricks and mortar."
The campaign was devised by McCann Relationship Marketing.
