Southern Cross Travel Insurance has revealed a new and distinct brand identity and new brand campaign in Australia, specifically designed to differentiate them in the market and continue to build trust.
The brand refresh is reinforced by the tagline: Fingers crossed, you’ve got Southern Cross.
Developed with award-winning creative agency Saatchi & Saatchi New Zealand, the newly launched rebrand taps into the “she’ll be right” attitude by reassuring Aussie travellers they have nothing to worry about if they choose SCTI as their travel partner.
The new tagline is supported by a new colour scheme that contrasts modern pink with the traditional SCTI blue to create a distinct visual identity, especially when compared to other travel and insurance brands.
Jess Strange, Chief Customer Officer at SCTI explains the rebrand signals a renewed focus and intention on Australia as the company looks to grow its customer base.
“SCTI has over 40 years of experience in partnering with travellers worldwide, having been on more than six million adventures since inception. The launch of our rebrand in Australia aims to further increase recognition of this and boost our visibility in this important market. Since we launched in Australia in 2009 we have been a part of close to 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,” says Strange.
“We’ve built a loyal and trusted following which has led to award winning results in Australia. However, our brand identity wasn’t reflecting the stage and maturity of the business. The rebrand brings a more contemporary look and feel to the brand and brings some much-needed humour to insurance, which is a topic that is often a bit dry.”
The creative execution taps into the relatable theme of holiday mementos by depicting a travel moment with a twist! Rather than a beautiful holiday scene, the first collectable in the series features a fridge magnet depicting a couple with one of them sporting a broken leg from their recent holiday in Bali – leveraging the popular travel destination for Aussies in a comical yet relatable illustration.
“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. Although, we’ve given this one a twist. It tells the story of a holiday where things didn’t go to plan. Of course, it worked out in the end as they were covered by Southern Cross Travel Insurance,” says Steve Cochran, Chief Creative Officer at Saatchi & Saatchi New Zealand.
The campaign launched on 10 November across TV and digital, alongside SCTI’s social channels and website.
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