Southern Cross Travel Insurance launches new campaign via Spark Foundry
Coverage anxiety is very common nowadays, as revealed by Southern Cross Travel Insurance’s (SCTI) latest Future of Travel study, with 53 per cent of all international travellers experiencing some kind of disruption in their travels throughout 2023. In its newest omni-channel campaign, SCTI seeks to give customers peace of mind when facing events like disruption, loss, or accidents, showing they are there for them at every step of the way in their entire travel journey.
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.
Leveraging data-driven customer experience insights, SCTI identified a number of hypothetical travel scenarios which played out through “pick-a-path” scenarios across key NZME platforms; radio, digital audio, digital, and video. The campaign included tactical placements, such as press, podcast audio and newspaper puzzle takeovers, to engage different audience demographics. The interactive content playfully demonstrates to people that whichever path they choose, and whatever happens on their holiday, Southern Cross Travel Insurance has them covered.
Says Nick Bassett, chief customer officer at SCTI: “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, inspiring them for their next trip. These were strategically placed in high impact areas and extended to sites at Auckland Airport to reach audiences at all points of travel. The finishing touch is a fully dedicated ‘relaxation zone’ at Auckland Airport, filled with helpful travel facilities such as phone changing ports and children’s entertainment.
Says Nicky Greville, managing director, Spark Foundry NZ: “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.”
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.
