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New York Life will debut a new float during this year’s Macy’s Thanksgiving Day Parade and an industry expert shares tips for driving voluntary benefits engagement.
  • Lori Chordas
  • November 2019
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Toy Story

NEW YORK LIFE INSURANCE COMPANY is debuting a new float during this year's Macy's Thanksgiving Day Parade that celebrates key life moments, such as birth, graduation, marriage and retirement, and displays what it means to “Be Good at Life.”

New York Life launched its “Be Good at Life” integrated brand marketing campaign in 2016 to inspire people to take control of their finances in order to live better lives.

The float, “Toy House of Marvelous Milestones,” will showcase to millions of spectators viewing this year's 93rd annual parade that life is best lived when shared with the ones they love.

“Beyond highlighting the fun-filled spirit of a toy house, the float conveys the power of a legacy passed down from generation to generation,” said Kevin Heine, head of corporate communications at New York Life. “As we prepare to celebrate New York Life's first 175 years next year, we are tremendously thankful for the generations of families and businesses who place their trust in us. We could imagine no better way to celebrate our thanks, rich history and ongoing commitment to communities across the country than by participating in the historic Macy's Thanksgiving Day Parade,” he said.

This year marks New York Life's first appearance in the parade, which will be held on Nov. 28 and will air on NBC. The float will feature a gold turret above its performance stage that is a tribute to the gold peak at the top of New York Life's home office, which is a national historic landmark that has been a beacon in the New York City skyline for more than 90 years.

Top 5 Tips for Driving Voluntary Benefits Engagement

Shefali Desai, Head of Worksite for Massachusetts Mutual Life Insurance Co.

Shefali Desai
Head of Worksite for Massachusetts Mutual Life Insurance Co.

1. Take a needs-based approach. Leverage employee data, focus groups and questionnaires to understand what employees want and what would make their lives better.

2. Mind the gaps. Look for any gaps in existing benefit offerings, identify employee segments that aren't adequately protected and then offer supplemental benefits that meet the needs of specific employee groups.

3. Mix it up. Meeting the multigenerational and diversity needs of today's workforce is crucial to the success of any benefits program. A carefully curated mix of traditional and voluntary benefits can help employees personalize their benefits to their needs and budget, potentially boosting enrollment and appreciation.

4. Empower employee buy-in. Educate employees about financial wellness and their exposure to key financial risks, and then demonstrate how specific solutions such as voluntary benefits can help mitigate financial risks and enable them to stay on track for a financially secure retirement.

5. Drive engagement. Use multiple communication channels to engage employees regularly throughout the year and help ensure that they are maximizing the benefits they elected.

Lori Chordas is a senior associate editor. She can be reached at

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