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The company is planning to unveil LloydsTSB Insurance, along with its corresponding web site, insurance.co.uk, on April 1. It will launch an above-the-line ad campaign for the brand with a promotional splash at the Six Nations rugby tournament, of which it is the main sponsor.

"We're hoping to hijack the pre-game buzz at a couple of the Six Nations matches to launch the brand,

said Nils Kirk, operations and promotions manager at LloydsTSB. "The Insure Direct brand will be phased out over time."

According to sources, the Insure Direct brand, which offered insurance over the phone and via a web site, failed to meet the company's expectations.

Insurance.co.uk will be marketed in its own right. However, it is not clear what the marketing budget will be.

The site will operate as a gateway to the bank's range of insurance products for consumers, which include cover for car, home, travel, health and pets.

The company wants consumers to purchase online because of the low overheads and operational efficiencies it brings.

LloydsTSB bought the insurance.co.uk web address along with online insurance broker Screentrade from FTSE-100 software company Misys last year.

Screentrade will continue as an online insurance broker providing access to insurance products from a number of different providers. However, Kirk revealed that Screentrade, which is targeted at a younger audience, will be overhauled around April 1.

Rainey Kelly Campbell Roalfe/Y&R picked up the company's £18m advertising account at the start of the year (Marketing, January 3).