Southern Cross Travel Insurance (SCTI) has revealed a new brand campaign in Australia, developed with creative agency Saatchi & Saatchi New Zealand.
The new campaign is specifically designed to differentiate SCTI in the market and continue to build trust amongst Australian travellers, reinforced by the tagline: Fingers crossed, you’ve got Southern Cross.
The work taps into the Australian “she’ll be right” attitude aiming to reassure Aussie travellers that they will be in good hands when they choose SCTI as their travel partner.
The new tagline is supported by a new colour scheme which 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 that the campaign signals a renewed focus and intention on Australia as SCTI looks to grow its customer base: “SCTI has over 40 years of experience supporting more than six million travellers worldwide. The launch of our new campaign in Australia aims to boost our visibility in this important market and reinforce to travellers how critical travel insurance is when they’re planning their next journey. Since we launched in Australia in 2009 we have supported nearly 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.”
The new campaign 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.
Says Steve Cochran, chief creative officer at Saatchi & Saatchi New Zealand: “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 don’t go to plan. Of course, it worked out in the end as they were covered by Southern Cross Travel Insurance.”
The campaign launched on 10 November across TV and digital, alongside SCTI’s social channels and website.
For more information, please visit: www.scti.com.au
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