AUCKLAND, Today: Southern Cross Travel Insurance (SCTI) has launched a fresh campaign in Australia, aiming to stand out in the market while building trust with Aussie travellers.
The campaign, created with Saatchi & Saatchi New Zealand, embraces Australia’s “she’ll be right” attitude while reassuring travellers they’re covered when choosing SCTI.
The tagline, Fingers crossed, you’ve got Southern Cross, pairs with a striking new look blending modern pink and SCTI’s signature blue, creating a distinct visual identity.
Jess Strange, Chief Customer Officer at SCTI, highlighted their commitment to growth across the Tasman.
“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.
“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.” – Steve Cochran
“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,” says Strange.
With its Kiwi roots, SCTI’s campaign also features a playful twist on holiday mementos, starting with a fridge magnet of a couple—one with a broken leg—marking a misadventure in Bali, a favourite Aussie getaway.
Steve Cochran, Chief Creative Officer at Saatchi & Saatchi New Zealand, says, “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, runs across TV, digital platforms, SCTI’s social channels, and website.
- More info here: scti.com.au
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