Southern Cross Travel Insurance launches new ‘Free Your Adventure’ campaign via True, NZ
Southern Cross Travel Insurance has launched a new trans-Tasman campaign via Auckland-based creative agency True with Sydney-based media agency Blue 449, encouraging people to think about their individual sense of adventure, rather than what may or may not happen to disrupt it.
“Free Your Adventure” will run in Australia and New Zealand, tapping into the spirit of exploration that Kiwis and Australians share.
Southern Cross Travel Insurance chief customer officer Jo McCauley says some previous campaigns reminded travellers that they never know what disruptions may affect their journey, but a decision was made to step away from this.
Says McCauley: “We want to move away from focusing on peril because travel enriches everyone, and we all have a different sense of what makes a holiday great.
“We want our customers to have a great time and Free Your Adventure is a distinctive way of communicating why we do what we do.
“Whether it’s sampling the tastes of Thailand, exploring historic sites in Europe or relaxing on a beach in the Pacific, customers can trust that we are there for them.”
Free Your Adventure was developed in response to insights that customers seek a professional, dependable and organised travel insurer.
Says McCauley: “Southern Cross Travel Insurance is a long-standing and trusted brand. In 2017 we won the five-star Canstar Award for international travel insurance in Australia and also won the travel insurance category in the ProductReview Awards.”
The campaign features a 15-second and 30-second TVC and will run on both sides of the Tasman.
Agency: True
Craig Pethybridge – Chief Creative Officer
Neill McAlpine – Art Director
Scott Moyes – Copywriter
Nigel Sutton – Head of Content
Managing Director – Steve Kane
Senior Account Manager – Hadley Petraska
Production Company: Cakewalk