Southern Cross Travel Insurance launches new ad campaign ‘Relax, we’re with you’
23 August 2022 by Ellie Williams
As the travel industry starts to return to normal, Southern Cross Travel Insurance (SCTI) has kicked off a timely new advertising campaign. Southern Cross is encouraging Australians and New Zealanders to go on their trips resting assured they can… ‘Relax, we’re with you’.
The integrated campaign has been brought to life by the trans-Tasman insurer’s creative agency, Havas New Zealand in collaboration with media agency Spark Foundry Australia, and includes TV, OnDemand, out of home, digital, social media and PR. The campaign’s first TV ads were unveiled on 24 July in Australia, with 4 September being the launch date in New Zealand.
The campaign reinforces Southern Cross’ position as a market-leading travel insurer, with over 40 years’ experience looking after New Zealand travellers and 13 years doing the same for Australians.
Nick Bassett, Head of Sales, Product and Marketing at Southern Cross Travel Insurance, explains: “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 inspiring and uplifting visuals of travellers rediscovering their love for travel, being inspired by the world around them 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 percent 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,” says 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.”
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