Blue Cross Blue Shield of Delaware now Highmark Blue Cross Blue Shield Delaware

Blue Cross Blue Shield of Delaware is now Highmark Blue Cross Blue Shield Delaware. This change reflects Highmark Delaware’s affiliation with Pennsylvania-based Highmark Inc., which was approved by the Delaware Department of Insurance in December 2011.

To announce the name change, a new advertising campaign will run through Aug. 27; it consists of cable TV, radio, newspaper, magazine, digital and outdoor messaging.

“While we’re adopting a new name, our commitment to provide our members with access to affordable, high-quality healthcare coverage remains the same,” said Highmark Delaware President Tim Constantine. “This name change emphasizes the wide range of resources that our affiliation with Highmark will bring to Delawareans. This is an exciting time for our company.”

To promote Highmark Delaware’s new name throughout the state, the 53-foot Highmark Direct mobile unit will tour the state in late July. The expandable truck, which is used in other Highmark locations to assist with open enrollment events and screenings at customer locations, has traveled more than 150,000 miles since January 2009 and utilizes a sustainable biodiesel fuel derived from vegetable oil and animal fat by-products.

The statewide truck tour will begin with an employee event Tuesday, July 23, at Highmark Delaware headquarters in Wilmington. From there, the new name will be introduced throughout the state with public events at Frawley Stadium, Dover Downs and the Delaware State Fair.