Tennessee-Based The General Adds Radio Host Bobby Bones as Brand Ambassador

February 14, 2019

The General Insurance has tapped nationally syndicated on-air radio personality Bobby Bones as the company’s newest brand ambassador.

The General will partner with Bones, who is also a New York Times #1 best-selling author, philanthropist and winner of season 27’s Dancing with the Stars, across various media channels, including television, radio, digital and social media. Radio ads are already on the air, and Bones will appear in television ads alongside The General animated cartoon character this summer.

Based in Nashville, Tenn., The General is a national non-standard auto insurance company serving customers with various needs, specializing in those who may have difficulty obtaining affordable insurance from other insurers.

Bobby Bones

Part of the American Family Insurance group of companies, The General primarily sells its products online and through call centers, independent agents, partners and American Family Insurance agents.

“Bobby’s life story, authenticity and his will to succeed against all odds is inspirational,” said Amy DiMaio, director of advertising for The General. “He’s overcome some difficult times through perseverance and hard work which makes him very relatable to our customers.”

Bones is vice president, Creative director of iHeartCountry, has a nationally syndicated radio show, The Bobby Bones Show, which broadcasts to almost 140 stations. The show recently garnered its third ACM Award for National On-Air Personality of the Year, a 2017 Country Music Association award for National Broadcast Personality of the Year and earned Bones the title of youngest ever inductee into the National Radio Hall of Fame.

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