The Hartford Financial Services Group has decided to mark its 200-year milestone by giving its public image a new twist.

The Hartford, Conn.-based company recently launched a new advertising campaign targeting both small businesses and consumers in an attempt to increase its marketplace visibility. The campaign includes new television spots, updated print advertising, a reinvented logo and a redesigned website, according to a statement from the company.

The 200th anniversary of The Harford has inspired the “brand refreshing effort,” which hinges on the phrase “With The Hartford Behind You, Achieve What’s Ahead of You,” a message the company hopes will highlight its optimism for the future, it said.

“Throughout this campaign, The Hartford will be broadly visible and will illustrate its energized commitment to winning in the marketplace. We are focused on our path forward and are optimistic about the opportunities ahead,” said Connie Weaver, senior vice president of marketing and communications at The Hartford, in a statement.

The Hartford will celebrate its 200th anniversary May 10, 2010, and is launching the new advertising campaign throughout the year in a variety of formats. The Hartford hopes to broaden its market appeal and build momentum with the new campaign approach, company officials said.