Southern Cross Travel Insurance is encouraging people to tap into their sense of adventure in a new trans-Tasman campaign by True.
Called ‘Free Your Adventure’, the hero video is a montage of clips featuring eager travellers exploring different parts of the world, from shorelines to street food and the heart of temples. In showing a vast array of experiences, the campaign asks the audience to consider what excites them, rather drawing attention to what might disrupt their plans.
Southern Cross Travel Insurance chief customer officer Jo McCauley says the campaign is the result of the brand wanting to move away from the approach of previous campaigns that reminded travellers that they never know what disruptions may affect their journey.
“We want to move away from focusing on peril because travel enriches everyone, and we all have a different sense of what makes a holiday great,” she says.
“We want our customers to have a great time and ‘Free Your Adventure’ is a distinctive way of communicating why we do what we do.”
The nature of the campaign reflects Southern Cross’ decision to appoint True as its brand and communications agency in November last year. True works on both Southern Cross Health Society and Southern Cross Travel Insurance. At the time of the appointment, Southern Cross Health Society chief marketing officer Chris Watney said the organisation was looking for strength in the brand space as it sought to transition from being a health insurer to a health and wellbeing assurer.
The campaign features a 15-second and 30-second TVC and will run on both sides of the Tasman.