Southern Cross Travel Insurance leans into classic Aussie travel tropes in new campaign
Southern Cross Travel Insurance (SCTI) is on a mission to truly differentiate itself in market, starting with a new brand campaign leaning into Australian travel tropes, via Saatchi & Saatchi NZ.
Tapping into the Aussie attitude of ‘she’ll be right’, the new campaign aims to reassure travellers that they will be in good hands if they choose SCTI as their insurer.
It has been designed to build trust amongst travellers and set the brand apart from competitors, with the tagline – ‘Fingers crossed, you’ve got Southern Cross’ – playfully showcasing SCTI as a top choice for travel insurance.
The campaign also centres around a relatable holiday souvenir for Aussies – the classic fridge magnet. Rather than depicting typical holiday scenes, the hero TVC starts with a fridge magnet of a couple, one sporting a broken leg from a recent holiday to Bali – a popular Aussie holiday spot.
“Central in this campaign is that popular iconic travel souvenir, the fridge magnet. This taps into the way we collect mementos to remember our own holidays,” said Steve Cochran, chief creative officer at Saatchi & Saatchi NZ.
“Although, we’ve given this one a twist,” he continued. “It tells the story of a holiday where things don’t go to plan. Of course, it worked out in the end as they were covered by Southern Cross Travel Insurance.”
Alongside the fresh brand campaign, SCTI has created a new colour scheme hoping to create a more distinct visual identity – with a modern pink contrasting with the brand’s traditional blue.
Chief customer officer at SCTI, Jess Strange, said this signals a renewed focus for the travel insurer, and doubles down on its intention to grow in Australia.
“SCTI has over 40 years of experience supporting more than six million travellers worldwide. The launch of our new campaign in Australia aims to boost our visibility in this important market and reinforce to travellers how critical travel insurance is when they’re planning their next journey,” she said.
“Since we launched in Australia in 2009 we have supported nearly one million Australian adventures worldwide and provided peace of mind to 1.5 million Aussies, but we’re keen to be there for even more.”
The campaign is live across TV and digital, as well as SCTI’s owned channels.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Jess Strange
Saatchi & Saatchi
Saatchi & Saatchi New Zealand
Saatchi & Saatchi NZ
SCTI
Southern Cross Travel Insurance
Steve Cochran
travel
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