True shoots trans-Tasman travel insurance campaign

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True Auckland has created a new trans-Tasman campaign for Southern Cross Travel Insurance has encouraging people to think about their individual sense of adventure, rather than what may or may not happen to disrupt it.

Developed by True with Sydney-based media agency Blue 449, Free Your Adventure will run in on both sides of the Tasman, aiming to tap into the spirit of exploration that Kiwis and Australians share.

Southern Cross Travel Insurance chief customer officer Jo McCauley says some previous campaigns reminded travellers that they never know what disruptions may affect their journey, but a decision was made to step away from this.

“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.

“The distinctive campaign features a 15-second and 30-second TVC.”

“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.

“Whether it’s sampling the tastes of Thailand, exploring historic sites in Europe or relaxing on a beach in the Pacific, customers can trust that we are there for them.”

Free Your Adventure was developed in response to insights that customers seek a professional, dependable and organised travel insurer, McCauley says.

“Southern Cross Travel Insurance is a long-standing and trusted brand,” she adds. “We retained our five-star Canstar Award for international travel insurance in New Zealand this year and also won gold in the Reader’s Digest Quality Service Awards in 2017.”

The campaign features a 15-second and 30-second TVC.


Agency: True
Chief Creative Officer: Craig Pethybridge
Art Director: Neill McAlpine
Copywriter: Scott Moyes
Head of Content: Nigel Sutton
Managing Director: Steve Kane
Senior Account Manager: Hadley Petraska
True’s in-house Production Company: Cakewalk

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