BlueCross BlueShield of Florida Launches All-New Brand Campaign During Sunday's 'Big Football Game'

New television commercial to debut in Jacksonville during Sunday's 'Big Game'

JACKSONVILLE, Fla., Feb. 3, 2011 /PRNewswire/ -- Blue Cross Blue Shield of Florida, Inc. (BCBSF) will launch a new brand campaign in the Jacksonville market with a 60 second commercial that will air right after the halftime show during this Sunday's 'big football game.' The new campaign – 'Looking Up' leads the company's efforts to 'refresh' its brand and promotes the company's new tagline 'In the pursuit of health'.

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"Our new statewide advertising campaign underscores our commitment to advancing the health and well-being of Florida's citizens while highlighting a refreshed look and feel of our brand," says Mark Lee, vice president, brand development and marketing communications at BCBSF. "BCBSF believes the pursuit of health is a journey, and no matter where this journey leads, BCBSF is always there for 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 the community at large. 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 launches statewide on February 7.  For more information about BCBSF's exciting new marketing campaign visit

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