Travel insurance campaign aims to bring peace of mind

In its latest campaign, Southern Cross Travel Insurance wants to show customers it’s there for them every step of the way when travelling.

It comes after the insurance company’s most recent Future of Travel Study showed 53 percent of international travellers experienced some kind of disruption, such as loss of belongings or accidents, last year.

The campaign brings to life SCTI’s creative platform – “Relax, we’re with you” – demonstrating to current and prospective customers that that they can trust in them, even if the unexpected happens. 

The media campaign delivered by Spark Foundry New Zealand, launched in April in partnership with NZME, and supported by oOh! Media, J C Decaux and Shout as OOH partners. 

Using data-driven customer experience insights, SCTI identified a number of hypothetical travel scenarios which played out through “pick-a-path” journeys across key NZME platforms – radio, digital audio, digital, and video.

The campaign included placements in press, podcast audio and newspaper puzzle takeovers, to engage different audience demographics. The interactive content demonstrates to people that whichever path they choose, and whatever happens on their holiday, Southern Cross Travel Insurance has them covered. 

Nick Bassett, Chief Customer Officer at SCTI, said, “We’re excited to work so collaboratively with our media partners to pull together an innovative campaign which highlights how Southern Cross is giving confidence to our customers.

“We’re especially keen to see how our interactive NZME pick-a-path digital asset lands. It’s an asset which is completely data-led using our significant intelligence bank of destinations and claims across tens of thousands of customer experiences.

“By playing out these real-life situations, it gives potential and existing customers a concrete view of just how essential it is to pack a travel insurance policy.” 

The campaign also incorporated OOH through immersive street furniture builds, transporting people to destinations like Paris, Morocco and Fiji. These were strategically placed in high-impact areas and extended to sites at Auckland Airport to reach audiences at all points of travel. Finally, a fully dedicated ‘relaxation zone’ at Auckland Airport is filled with helpful facilities such as phone changing ports and children’s entertainment. 

Nicky Greville, Spark Foundry NZ’s Managing Director, said, “We’re proud to have worked with SCTI and our partners to create a multi-faceted campaign that not only resonates with and reassures travellers, but also seamlessly paves the way for them to experience their journey with confidence and peace of mind, showing them that Southern Cross Travel Insurance has truly thought of everything.” 

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