CGU is to embark on a major advertising campaign aimed at building awareness of its brand, its values and activities.
The £8.5m campaign will include TV posters and sides of buses as well as the trade press.
It will start on September 20 in the trade press followed by a September 25 start for consumer titles.
The trade campaign will focus on the slogan "because of your advice" recognising the role of the adviser helping the consumer make the right decision.
The consumer campaign will centre on the consumer being a hero for taking responsibility for their financial future.
The TV commercials will be of 40 to 60 seconds in length with the musical backdrop of the David Bowie song "Heroes".