ING Amplifies Ad Campaign

Amsterdam-based financial services firm ING is stressing retirement planning in its latest marketing campaign.

The new television ads were set to debut on February 12 during the opening ceremonies of the Winter Olympics in Vancouver and will run in conjunction with other spots in the ING campaign that address the importance of knowing and protecting your "retirement number." The company also has launched an interactive microsite,www.INGyournumber.com, that enables consumers to easily calculate the amount of money they will need for a secure retirement. Hoping to position the site as a valuable consumer destination for ongoing access to relevant retirement planning content, the site will also feature custom news feeds with information that relates to the key themes of the campaign.

"Knowing your retirement number continues to be a clear, effective way for ING to connect with consumers," Ann Glover, chief marketing officer for ING Americas, said in a statement. "While many people today want to take control of their personal finances, they may not know what to do or where to turn for help. This year's campaign communicates the benefit of having a plan and using your retirement number to help better prepare for your financial future."

In addition to the two weeks of Olympics coverage, the ads will run during other high-profile sporting events throughout 2010, including professional golf, professional tennis and college basketball tournaments.