Southern Cross Travel Insurance (SCTI) has unveiled a new brand campaign in Australia with the tagline “Fingers crossed, you’ve got Southern Cross” via Saatchi & Saatchi.
“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. 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,” said Jess Strange, chief customer officer, SCTI.
“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,” added Steve Cochran, chief creative officer, Saatchi & Saatchi New Zealand.
The campaign launched on 10 November across TV and digital, alongside SCTI’s social channels and website.
The new tagline is supported by a new colour scheme that contrasts pink with the traditional SCTI blue.
