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Letter to the Editor

Allstate Advertises Its New Your Choice Auto Insurance

The new product, Allstate Your Choice Auto Insurance, offers consumers several choices, innovative features, and enhanced rewards for safe drivers. Americans began hearing about the innovative offering from Allstate on May 22, during the season finale of ABC's Desperate Housewives. Consumers will continue hearing about Allstate Your Choice Auto Insurance over the next two weeks on other network programming including FOX's American Idol, 24 and during upcoming motor sports events.

The new advertising, developed by Leo Burnett USA, features Elvis Presley's "I Can't Stop Loving You," Allstate spokesman and 24 star Dennis Haysbert, and vignettes of drivers loving their cars. Part of the popular "Our Stand" campaign, the ads offers consumers an early preview of Your Choice Auto product features like Accident Forgiveness, Safe Driving Bonus and Deductible Rewards and asks consumers, "Can you love your car insurance as much as you love your car?" Print advertisements will also run in publications including USA Today, The New York Times and Chicago Tribune.

Allstate Your Choice Auto Insurance (patent pending) was designed, built and tested based on consumer research and input from Allstate agencies. According to an Allstate press release, the aim of the product is to meet consumer desire for greater flexibility and more choice when it comes to auto insurance selection.

"This is more than just an enhancement to our standard auto product," said Thomas J. Wilson, president and chief operating officer, Allstate Insurance Company. "Allstate Your Choice Auto Insurance represents the innovation and leadership stance that Allstate is taking in order to help consumers feel better protected and prepared. If you glance at today's roads and auto dealer floors you'll see that Americans want choice in what they drive because of why and how they drive. And more choices should be presented in the insurance they buy."

In addition to Allstate's standard auto policy offering, with Allstate Your Choice Auto Insurance consumers can now choose from three new, optional packages: Platinum Protection package, Gold Protection package, and Allstate Value Plan. Based on their individual needs, consumers can choose among new features like accident forgiveness, new safe driving rewards, or enhanced protection for new cars. Consumers can also opt for the Allstate Value Plan - Allstate's most affordable insurance plan.

The key features available with the Platinum Protection and Gold Protection packages include:

• Accident Forgiveness: Helps keep rates from going up because of an accident.
• Deductible Rewards: Gives an immediate $100 off collision coverage deductible and an additional $100 off for each year of accident free driving--up to $500 total.
• New Car Replacement: Can provide replacement value for a policyholder's new car if it is totaled in a covered loss - not just book value.

Additionally the Platinum Protection package includes:

• Safe Driving Bonus: Offers a credit that can be applied to the next renewal premium for every six months of safe driving.

Allstate Your Choice Auto Insurance is currently available in Oregon, Utah, Tennessee, Texas and Arizona. The product is scheduled to be available in a majority of states by the end of the year.

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