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Unitrin Direct Insurance Company, a new auto insurer headquartered in Vista, in suburban San Diego County, has officially launched its initial sales campaign in Pennsylvania. The company has started a series of radio, TV and direct mail advertisements throughout that state.

Unitrin Direct sells auto insurance directly to Pennsylvania consumers through its Vista call center and Internet web site Although Unitrin Direct is headquartered in California, it will initially concentrate its marketing efforts on the East Coast, with plans to add other large states there by the end of next year. The company began operations in early 2000 and has spent the past few months building up its infrastructure.

This process has included assembling a staff of nearly 100 licensed insurance sales professionals, information technology experts and other support personnel.