Suncorp Group appoints Edge to handle and develop content strategy for Terri Scheer

_3755750_orig.jpgEdge's relationship with Suncorp Group continues to grow after being appointed to drive the content strategy for Terri Scheer.

Terri Scheer is Suncorp's landlord insurance provider and is the largest specialist in this space. The insurer will be investing in content to build the brand by driving Terri Sheer's unique expertise and leadership in this area. Many property investors are not even aware that specialist landlord insurance exists, so Terri Scheer will be using content to educate property investors and grow the category.

Says Stephen Ly, brand manager, Terri Scheer: "We are looking for a content strategy that will to get the name Terri Scheer in front of people very early in the investment property decision-making process, so that would-be investors understand the value of specialist landlord insurance. This will enable us to break the default behaviour of calling an existing general insurer. Edge understands the value of meeting customers' content needs at the consideration stage. It is important that we position the brand as an expert in the property investment space."

Says Richard Parker, executive planning director, Edge: "Whilst Terri Scheer is a hugely successful business and has a great price and product proposition, there is work to be done to help build a sense of meaning and purpose into the brand - that's where a strong content strategy can come into play. We're excited to be working to develop this with the guys at Terri Scheer."

This partnership will sit alongside existing Suncorp relationships with AAMI, Apia and Suncorp Super, among others.

Says Fergus Stoddart, managing partner, Edge: "We have been working hard across the Suncorp Group to become their go-to choice for content marketing solutions, so winning this work is a huge credit to the team. Terri Scheer was particularly important as we have built strong expertise in property with our work on the likes of Lendlease, Aussie Home Loans, Property Council of Australia and Onesteel."

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