Southern Cross Travel Insurance (SCTI) has launched a new campaign in Australia as part of its efforts to expand its customer base and reinforce the importance of travel insurance.
The campaign is centred on the tagline “Fingers crossed, you’ve got Southern Cross” and features a revamped brand design with a blend of modern pink and the company’s established blue, aimed at creating a distinct identity in the competitive travel insurance market.
The campaign was developed in collaboration with Saatchi & Saatchi and seeks to resonate with Australian travellers by addressing their cultural perspective on risk and preparation. It highlights SCTI as a reliable choice for safeguarding travel plans.
Jess Strange, SCTI’s chief customer officer, said the campaign reflects the company’s focus on growing its Australian operations.
“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,” she said.
Operating in Australia since 2009, SCTI has supported 1.5 million Australian travellers and aims to increase its reach through the campaign.
The insurer’s advertising strategy incorporates a series of visuals portraying familiar travel scenarios with an unexpected twist.
One example shows a fridge magnet featuring a couple on holiday, with one person depicted in a cast from an injury sustained on a trip to Bali. The magnet reflects SCTI’s message of being prepared for unforeseen events.
Steve Cochran, chief creative officer at Saatchi & Saatchi New Zealand, described the campaign’s focus on relatable themes.
“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,” he said.
Launched on Nov. 10, the campaign is being promoted across television, digital platforms, and SCTI’s social media channels.
The launch of the campaign coincides with data from 1Cover Travel Insurance showing that Australians aged 18 to 29 are driving the nation’s resurgence in international travel, but many are leaving themselves financially exposed by neglecting to purchase travel insurance
The survey, which polled 1,000 Australians, revealed that 40% of respondents had travelled abroad in the past year, with younger Australians taking the lead. Almost half of those aged 18 to 29 reported overseas trips, compared with 23% of those over 70.
Younger Australians are also resuming travel at a faster pace than other age groups. Among respondents under 29, 76% said they are traveling as much as they did before the pandemic, while 18% reported traveling even more. In contrast, 67% of older Australians stated they are traveling less than they did pre-pandemic.
