MNsure debuts new TV, radio advertising 19 Feb 14


ST. PAUL, Minn. (AP) – Minnesota’s health exchange is airing new TV ads with testimonials from people who saved money buying insurance on MNsure.

A new 30-second TV ad starts airing statewide Tuesday, with two more in the next few days along with 60-second radio spots. It’s a more direct advertising approach for MNsure after a series of humorous ads that featured Paul Bunyan and Babe the Blue Ox.

MNsure’s ads are meant to encourage more Minnesotans to buy coverage before its open enrollment ends on March 31. After that, people without health insurance face federal tax penalties.

The ads are costing MNsure about $260,000, on top of another roughly $640,000 that was spent on the Paul and Babe ads. Lower-than-expected enrollment is raising budget concerns for MNsure in 2015 and 2016.