Blue Cross and Blue Shield of Florida Launches New Brand Campaign

New campaign to advance the health and well-being of all Floridians

JACKSONVILLE, Fla., Feb. 8, 2011 /PRNewswire/ -- Blue Cross and Blue Shield of Florida, Inc. (BCBSF) has launched a new brand campaign, 'Looking Up,' to highlight the company's transition from a health insurance company to a health solutions company. The new tagline 'In the pursuit of health' reflects the BCBSF commitment to ensuring affordable plans, providing personal support for health and wellness and building strong communities that enable health and wellness for all Floridians.

"Our new statewide advertising campaign underscores our commitment to advancing the health and well-being of all of Floridians, while highlighting a refreshed look and feel of our brand," says Mark Lee, vice president, brand development and marketing communications at BCBSF. "We believe the pursuit of health is a journey, and no matter where this journey leads, BCBSF will be there for all Floridians."

The new campaign focuses on affordable products; the introduction of new health plans and services; the personalization of health care services and support through our unique Florida Blue retail centers; and strengthening the company's impact on communities throughout Florida. All of these programs and services support the company's commitment to providing accessible and affordable health solutions to all Floridians.

The new brand campaign will include radio, television, and print advertising throughout the state.  For more information about BCBSF's exciting new marketing campaign visit BCBSF's YouTube site to view the new 60 second commercial.

About Blue Cross and Blue Shield of Florida

Blue Cross and Blue Shield of Florida is a leader in Florida's health industry. Since 1944, the company has been dedicated to meeting the diverse needs of all those it serves by offering an array of choices. BCBSF is a not-for-profit, policyholder-owned, tax-paying mutual company. Headquartered in Jacksonville, Fla., BCBSF is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield companies. For more information concerning BCBSF, please see its website at

SOURCE Blue Cross and Blue Shield of Florida