It's official, now all parts of the financial giant formerly known as ING Financial have made the transition to VOYA, as of today.

Seizing upon another opportunity to promoting its own brand, VOYA Investment Management, is building up a second outreach initiative to all of its distribution partners leveraging upon the momentum of the larger consumer campaign.

"The consumer campaign will provide air cover across the board, building awareness to the new brand as we continue with our trade campaign," VOYA IM's chief marketing officer Toby Hoden told MFWire. "We did the branding for the asset management business back in May. It has been very successful, similar to what we experienced with Voya Financial over this past weekend. It was a massive multi-month planning process, and since we became VOYA Investment Management and VOYA Mutual Funds, it has been very well received."

The investment management arm, which made its own transition to VOYA on May 1st, is mounting a brand identity campaign that will include print and digital ads, dedicated emails and social media placements. The trade publications for the campaign include various retirement and asset management industry publications, both print and online.  Social media activity will include Twitter and LinkedIn.

According to a VOYA spokesperson, the "goal of the campaign is to showcase the message of Voya Investment Management’s value proposition, which is focused on building reliable partnerships and delivering reliable investment returns to our clients."

This wave of the campaign will continue throughout the fourth quarter of 2014.  It is the beginning of a multi-year process to build awareness for the Voya Investment Management brand, the spokesperson said.

One of the key elements of these campaigns is the concept of reliability as communicated by the phrase: "We are a reliable partner committed to reliable investing." More about the VOYA campaigns can be found here.

"We have done extensive outreach to our distribution partners," Hoden said. "It's a fairly significant trade campaign to introduce the VOYa brand across institutional and intermediary publications." 

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