Unlike their flightless namesakes, Kiwis are back jetting around the world once again now that borders are open. To help celebrate this freedom, AA Travel Insurance has launched a new digital campaign developed by Quantum Jump.
The campaign focuses on the entire travel journey, from dreaming and planning through to booking, supporting prospective travellers as they make their plans, with the campaign line ‘Travel a little freer, knowing we are on the journey with you’.
“We asked Quantum Jump to develop a campaign that would deliver to different target segments through digital channels and communicate these values and messages. It’s been really exciting to develop these customer journeys and the visual storytelling with Quantum Jump,” says Caroline Swallow, Content and Communications Manager.
Quantum Jump CEO Ben Goodale says: “The joy of this campaign is the duality of the freedom that travel insurance gives you to really explore the world, and our accessibility to the world. Kiwis who are travelling now are already reporting what a buzz it is to be in far flung places and experiencing the world again. It was this spirit that the team have done an awesome job conveying across the hyper targeted digital campaign. It was also a neat creative touch to leverage the campaign idea off the AA’s purpose, Guiding Life’s Journeys.”
Swallow says the insurance cover is designed to include some covid-related situations, missed connections.
“We loved the campaign line ‘travel a little freer, knowing we are on the journey with you’; such a great line that summed up what we are offering our customers.”
The multi-faceted campaign with media planned by OMD, is across multiple media placements, with native, social and paid digital all big factors, including using TikTok to talk to generation Z preparing for their first big OE, a big market focus. The highly segmented campaign speaks to people of all ages, educating people about their options and also inspiring them about the joy of travel, backed up by the trust in AA Travel Insurance.
Credits
AA Travel Insurance
Becky McQuoid – Senior Marketing Manager
Caroline Swallow – Content and Communications Manager
Ceejay Rodrigues – Marketing Executive
Quantum Jump
Ben Goodale – CEO
Wayne Pick – Creative Partner
Drew Ayers – Creative Partner
Zoë Macdonald-Mair – Senior Account Manager
Bella Chaytor Waddy – Account Executive
Justin Biddle – Digital Execution
Craig Murray – Motion Graphics
OMD
Campbell Smith – Client leader
Mackenzie Walker – Associate Digital Planning Director
Lauren White – Associate Business Director
Jackie Alapatt – Senior Account Manager
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