Zurich Financial is taking a service, or should I say a zervice approach with its recent Z-booths at airports. Here’s what the New York Times reported about it (thanks to Theresa for spotting):

Speaking of airports, for travelers rushing through the London Heathrow or Frankfurt airports this week with a dead mobile phone or a missing hotel reservation, there may be a place to turn. Look for booths marked with a big blue “Z” in the international departures areas. The stands are help points set up by Zurich Financial Services. They will offer free Internet access, cellphone and laptop charge-ups and other assistance for travelers, including cleaning materials to deal with spilled coffee and information about travel destinations, the company says. One thing they will not offer is insurance, Zurich’s usual line of business.

Why is Zurich getting involved in the kinds of things that airlines used to do for their passengers? The stands are part of a new marketing campaign aimed at “focusing on customers when it really matters,” said Arun Sinha, head of marketing at Zurich Financial. Market research has shown that fewer than 15 percent of consumers trusted any insurance brand, he said. “This is not about hard sell,” Mr. Sinha said. “This is more about trying to build consideration and favorability for the brand.”

Delivering genuine value to people in a time of need is sure way of making friends for the long haul. I sure hope it zerves them well.

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