Belmont International

Monty Campaign

Belmont International is an insurance brokerage, primarily focussed on providing business insurance. Zest was approached to develop a campaign to sell Belmont’s services to Kent’s SME sector, an area where the company is operating but feels there is potential for growth.

In order to focus on this area of insurance, and to give the specific service an identity to stand out, from both other local brokerages and Belmont’s larger corporate business, Zest developed a persona for the service. The advantage of a good broker over online insurance purchase is the facility to talk to an insurance professional who understands the sector and your business. This knowledge is what provides small businesses with the most appropriate insurance at the best possible cost.

The character Monty (short for Belmont) was created and promoted as the insurance expert for small business. An integrated press and online campaign in Kent’s business-specific titles was developed, working in conjunction with direct mail aimed at particular trades where the company believes it can successfully demonstrate an advantage over high street brokers and online insurance portals.

The company’s website was refocused to gather all SME relevant information into one place and package it under the Monty brand identity.