Aiming to reassure Australian travellers that they will be in good hands.
Southern Cross Travel Insurance (SCTI) has launched a brand campaign in Australia, reinforced by the tagline: Fingers crossed, you’ve got Southern Cross.
The campaign, developed with creative agency Saatchi & Saatchi, taps into the Australian 'she’ll be right' attitude, aiming to reassure Australian travellers that they will be in good hands when they choose SCTI as their travel partner.
The new tagline is supported by a 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.
SCTI chief customer officer Jess Strange said the campaign signals a renewed focus and intention on Australia as SCTI looks to grow its customer base.
“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," said Strange.
"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."
Saatchi & Saatchi New Zealand chief creative officer Steve Cochran said 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," he said.
"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 has been launched across TV and digital, alongside SCTI’s social channels and website.
Jess Strange – Chief Customer Officer
Chantelle Tapsell – Marketing and Customer Engagement Lead
Mike Croft – Marketing Manager
Natalie Large – Graphic Designer
Tammy Palm – Marketing Coordinator
Saatchi & Saatchi New Zealand
Steve Cochran – Executive Creative Director
Cece Chu – Senior Art Director
Ryan Price – Senior Copy Writer
Annabel Rees – General Manager
Maxime Lahaye – Business Director
Tim Culinane – Strategist Director
Jane Mill – Head of Production
Jess Drysdale – Senior Producer
Production Company: Toybox
Director – Andrew Newland
Producer – Nanette Miles
CG Supervisor – Suraj Nayak
VFX – Leoni Willis
Sound Studio: Franklin Road Studios – Jonathan & Vanessa Mihaljevich
Music – Stefaan Van Leuvan & Shane Taipari
Audio Engineer – Cole Goodley
