Brand-aligned marketing and above-the-line sales campaign

Advertising & Marketing
Client
Southern Cross Travel Insurance

In an industry where purchases are largely price-based, it’s important to build a trustworthy brand that stands for more than just monetary value. We connected the fun, excitement and adventure of travelling, with the expertise Southern Cross Travel Insurance has in staying safe.

The development of a consistent, relatable voice for everything, from advertising through to policy wording and claims was the key to building this brand.

The core of the sales strategy was aimed at building strong emotional connections with travellers and retaining their loyalty. We used inspiring imagery of amazing experiences to bring the brand to life.

The TV ads stirred a hugely positive response in our audience which was reinforced by coherent and consistent digital and print media, underlining the message that ‘Southern Cross are travellers too’.

This campaign created a considerable rise in sales, but also communicated a deeper understanding of what drives SCTI’s customers. The result? Inspired, smart travellers choosing one of the country’s leading insurance specialists to create some travel magic.

“Fuse originally created Starman for us to make our brand friendly and relatable. From humble beginnings it’s grown to became a strong brand that enjoys great customer loyalty.”

Craig Morrison, CEO

Retention eDMs helped keep customers informed

Driving retention was a database of loyal customers with whom we regularly communicated. We've created a network of smart travellers that are well-informed and up-to-date.

Compelling content makes travel insurance easy to understand and staying safe becomes second nature for our customers.

EDM articles, animations, infographics, quizzes, short video interviews and travel guides all shared insights and information from Southern Cross Travel Insurance which built their reputation as a trusted travel companion for New Zealanders and Australians.