Southern Cross has partnered with Havas NZ once again, this time with its travel insurance business inspiring Kiwis to take advantage of quarantine-free travel and embark on small adventures.
The omni-channel campaign for Southern Cross Travel Insurance (SCTI) includes three creative executions that bring to life the experiences that await Kiwis who choose to holiday around New Zealand, and to where bubbles have opened up.
Ben Handy, chief creative officer for Havas NZ, said the simple notion of ‘start a small adventure’ was their jumping off point for the campaign, to reflect how people are tentatively dipping their toes back into travel.
“We created a series of upbeat and energetic ads to remind everyone that despite the limitations around travel, we can still have adventure in our lives.
“What was once a road trip through the south of France, is now a road trip through the South Island of New Zealand, and what was once a beach holiday to Hawaii is now lapping up the sun in the Cook Islands. Our aim is for people to reframe their idea of adventure to adapt to current travel conditions, and to get out there and enjoy it,” said Handy.
SCTI Head of Sales, Product and Marketing Nick Bassett said launching a travel-focused advertising campaign in today’s climate meant reimagining what travel, particularly overseas, looks like to Kiwis.
“Travel has always been vital to our sense of wellbeing and connection. While we’ve all enjoyed rediscovering our own backyard, quarantine-free travel has come as a welcome relief to many Kiwis.
“Our customers are taking longer trips than they were before the pandemic and we want more Kiwis to be excited about planning their next trip. Our campaign had to be developed in such a way that it could be flexible and respond to potential disruption to travel destinations and reflect the reasons why people are so excited to travel again.
“In recent months, there has been an increase in advertising spend from travel and tourism operators but we believe SCTI is the first travel insurer to launch a media campaign since borders closed. This is something we’re really proud of,” said Bassett.
The campaign will run across TV, video on demand, radio, OOH, digital and social.
Agency: Havas NZ
Creatives: Ben Handy & John O’Leary
Producer : Lisa Nolan
Production: Duncan Cole & Chris Williamson
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