On a roll ...(Advertising campaigns)(Brief article)

TRAVELERS' new "Insurance.In synch (SM)" advertising campaign is aiming to rebrand the fourth-largest property/casualty insurer nationwide. It's the first nationwide advertising campaign for the company since it merged with St. Paul in 2004.

"It's the most significant campaign ever for the company," said Shane Boyd, Travelers vice president of corporate communications. The $50 million to $100 million multimedia campaign features four television commercials, 17 different print ads and the "In-synch Challenge" interactive 3-D experience on the Travelers Web site.

The ads send the message that life and business change and it's …