Virgin Travel Insurance launches first campaign

Virgin Travel Insurance launches first campaign

Virgin Money has launched a new Travel Insurance campaign featuring an animated character, after increasing its marketing spend by 20% year-on-year.

B&T Magazine
Posted by B&T Magazine

The 30-second spot by agency The Works sees Fortunate Frank , the luckiest traveler in the world, who survives a series of near-misses, showing what can go wrong when you travel.

It is the first major marketing initiative for Virgin travel Insurance after launching at the end of 2012, with the ad going to air on TV last night.

Danielle Williams, marketing director, Virgin Money Australia said: “We know Australians love to travel and experience adventure, but even the best laid plans can go horribly wrong. Virgin Travel Insurance covers a wide range of things that can go wrong while you travel, including lost passports, lost luggage, trip disruptions and unexpected overseas medical emergencies.

 “The launch of Virgin Travel Insurance boosts our personal insurance offering, which also includes car, life and income protection insurance. It’s further proof of Virgin Money’s commitment to providing Australians with great value and refreshing alternatives in financial services.”

The campaign will focus on social media in particular, as travel is one of the most popular topics on that medium.

 Nathan Bilton, creative lead on Virgin Money said: “We’re travelling more often and to more places, and the potential for a travel disaster story is all too real.

“Frank is a reminder that Virgin Travel Insurance can help if things go wrong, and you can relax knowing you’re not relying on good fortune to look after you. It’s a positive, light-hearted approach to making sure more Australians protect themselves and their families with Virgin Money.”

Credits: Virgin Money Australia: Stephanie Pierce campaign manager; Ken Bryan, head of insurance; Creative Agency: The Works; Content agency: Contently; Media Agency OMD.