Every year, companies in the commercial insurance business spend a huge amount of time, money and effort attending conferences. The biggest and best attended of which is Airmic. It’s the place where everyone involved in risk management needs to be seen.

If you’re going to make the effort to show up, you really should make sure that you stand out. Which can be a challenge because insurance companies tend towards caution and conformity. Only the most confident brands buck the philosophy that ‘the nail that sticks out must get hammered down’, appreciating instead that distinctiveness is a reward not a risk.

Liberty is a confident brand. Chromatic has worked with Liberty Mutual Group for several years, helping the business to identify its special characteristics and developing events and communications which amplify them.  Being collaborative and building mutually rewarding relationships over time is at the heart of Liberty’s culture.  And that’s why Liberty uses Airmic to showcase its gratifyingly human qualities - by creating shared experiences which get people talking (and smiling).

Investing in Airmic is by no means a ‘stand-alone’ activity. Making the most of face-to-face time is part of a concerted strategic effort to position Liberty as an outstanding business partner. Advertising, thought leadership, sponsorship etc showcases a business brand which embraces its humanity.  

Since 2022 we have designed and supervised the production of a series of award-winning exhibition stands: creating spaces for people to enjoy whilst doing business together. The garden-themed design of 2022 was ‘best-in-show’ and acted as an oasis of calm in an otherwise frantic environment. And speaking of Oasis, the 2023 design went further; we busked upon the the idea that risk management has a rhythm to craft a record store complete with take-away album covers. The tour t-shirts proved especially popular. And for 2024, Liberty were again the stars of the show. We created a mini-cinema which featured Liberty’s stellar capabilities.