Cover-More Travel Insurance unveils refreshed brand identity
Cover-More Travel Insurance has launched a revamped brand identity to transform travel insurance from a ‘grudge purchase’ into a service fueled by a shared passion for worry-free travel experiences.
The leading travel insurance provider collaborated with branding design agency Principals and their specialist brand voice studio XXVI to develop a new ‘witty, upbeat, and caring’ identity.
Cover-More Travel Insurance group chief marketing officer Chris Noble said the new identity is based company’s promise of ‘more care, more cover, for all’.
“In the years since the pandemic, our customers have embraced tourism with fresh vigour and a renewed passion and appetite to expand their horizons,” he said.
“Whether that’s experiencing different cultures, catching up with loved ones or savouring new tastes, wanderlust is taking them all over the world – to parts known and not.
“It’s something Cover-More Travel Insurance continues to respond to through our evolving suite of products and services, so the time was right to extend that response into our travel insurance brand identity in Australia and New Zealand.”
The refreshed identity focuses on creating a positive narrative that highlights best-case scenarios.
“Travel insurance can sometimes be seen as a ‘grudge purchase’, but we wanted to capture the feeling of celebration that comes with knowing you have a safety net to embolden your travels, not only with our policies but with extras such as our free travel assistance app,” Noble continued.
“For us, it’s about showcasing the essence of travel as a joyful, inspiring and inclusive experience, one where you can rest assured Cover-More is there for you every step of your journey.”
The updated brand features vibrant new colours, highlighted by a brighter and bolder shade of blue designed to stand out in digital spaces. The fresh palette is complemented by a suite of engaging brand assets, including a revamped logo, graphic devices, illustrations, icons, and authentic photography capturing shared travel memories.
A brand campaign, developed with Howatson+Company, will soon be launched across TV, out-of-home advertising, print, online, and social media.
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