Southern Cross Travel Insurance’s fresh campaign via Havas NZ and Spark Foundry Australia
As the travel industry turns to some kind of normality, Southern Cross Travel Insurance has launched a new campaign created by Havas New Zealand with media from Spark Foundry Australia.
The integrated campaign tells Australian and Kiwi travellers, ‘Relax we’re with you’, reinforcing the insurer’s 40 years of experience looking after New Zealand Travellers, and 13 doing the same for Australians.
The first ads for the campaign were launched on 24 July in Australia, and will go live in New Zealand on 4 September, with the campaign set to rollout across broadcast television, on demand, out-of-home, digital, social media and PR.
Nick Bassett, head of sales, product and marketing at Southern Cross Travel Insurance, explained: “Southern Cross has provided cover and peace of mind to millions of travellers over the last four decades and we know that, now more than ever, they’re looking for a brand that they can trust will be there for them, if the unexpected happens’.
“‘Relax, we’re with you’ acknowledges both the desire of New Zealanders and Australians to reconnect with loved ones and the world around us, while recognising that there is still some trepidation as we dip our toes back into international travel. We know we can help travellers feel prepared and supported, so this campaign is designed to remind everyone they can relax when Southern Cross Travel Insurance is with them.”
The creative features uplifting visuals of travellers rediscovering their love for travel and enjoying emotional reunions with loved ones. The visuals are combined with the message that Southern Cross Travel Insurance ‘has been with you before and will be with you again on your next adventure’.
Recent research conducted by YouGov for Southern Cross discovered 95% of Kiwis and 92 percent of Australians intended to travel overseas or domestically in the next two years but Covid-19 is playing on travellers’ minds. Eighty percent of Australian travellers now consider travel insurance a high priority for international travel and 65 percent now consider domestic travel insurance a high priority. The research also revealed some fascinating generational differences. Specifically, the younger generation’s (18-24 year old) more relaxed approach to travel, which differs significantly to older generations who are more likely to stick to domestic travel.
“Our investment in our customer experience and analytics, our brand and our product expansion has positioned us well to meet the returning travel market,” said Bassett. “We worked tirelessly during the pandemic to ensure we can provide comprehensive cover that meets customers’ needs. As a result, we have launched a strong Covid cover proposition along with domestic policies – all in plain English that customers can understand.”
Credits:
Brand strategy: Southern Cross Travel Insurance with Havas
Creative agency: Havas New Zealand
Media agency: Spark Foundry
PR: Southern Cross Group Communications with Sedgwick Communications
NZ ad vocals: Jeremy Curry
AU ad vocals: Julian Ramundi
Head of Sales, Product and Marketing: Nick Bassett
Marketing and Customer Engagement Lead: Chantelle Tapsell
Marketing Manager: Pepper Brown
Have your say