Direct Line launches podcast

Insurance company Direct Line is ramping up its emphasis on digital marketing with a new six-episode podcast series.

The branded content is called Living Your Best Life and has been launched alongside its latest TV ad campaign, featuring Harvey Keitel as Winston Wolfe.

Listeners are encouraged to do more of what they love, having been given the freedom from waiting at home to have repairs done.

Saira Khan, who is known for her work on Dancing on Ice and Loose Women, will host the podcasts, as she is joined by life coach Stuart Holliday.

They will have different celebrity guests each episode to discuss the things that stop them from achieving their goals in life.

Living Your Best Life is the second podcast launched by the insurer, after comedian Richard Herring hosted Direct Line Good Carma for the brand last year.

Wendy Moores, head of marketing at Direct Line, told Campaign: "As we become even more time-poor, fixing problems faster can have a direct impact on our physical and mental wellbeing and help with our sense of self-fulfilment, which is what we want all of our customers to experience.

"Through the new podcast and the new TV and radio spots we want people to feel empowered to live more of their best lives, achieving their plans and keeping their lives on track."

Podcasts have become a popular medium for disseminating information and opinions in the digital world and have been a success with audiences, who can listen anytime and anywhere.

While many of the big media organisations produce podcasts, they are also created by communities, smaller organisations and brands looking to promote their content.