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St. Paul Travelers to Drop "St. Paul" From Name

The St. Paul Travelers Cos. is slowly phasing the "St. Paul" out of its name. "St. Paul" is already gone from the company's marketing for...
June 20, 2006

The St. Paul Travelers Cos. is slowly phasing the "St. Paul" out of its name. "St. Paul" is already gone from the company's marketing for consumer auto and home insurance, and it will be eliminated this week from advertising to business customers in the U.S. and Canada, too.  The 2004 merger of The St. Paul Cos. and Hartford, Conn.-based Travelers Property Casualty Corp. created the nation's second-largest business insurer.

The Travelers' name goes back to 1864, when it became the first U.S. company to insure against accidents. Travelers was the first to offer auto insurance in 1897; St. Paul was second. The de-emphasizing of the St. Paul name is part of a new national, multimillion-dollar advertising and marketing campaign the company plans. "It's a decision by the company to make significant investment in its brand image and to establish a future direction in the organization," said Michael Klein, senior vice president of specialty commercial insurance.

St. Paul Travelers Begins to Drop the "St. Paul" (New York Newsday 6/9/06)

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