Travel insurance is often the last thing on a traveller’s mind; most of us assume our trip will go smoothly and skip the cover that protects us when it doesn’t. Against a backdrop of shifting travel behaviour, from a 20% drop in Gen Z interest in working overseas to the United States falling down travellers’ consideration lists, Southern Cross Travel Insurance needed a way to turn data into a story that would get people to stop leaving it to chance.
‘Don’t leave it to chance’, an integrated campaign built on a simple premise: when you travel, chances are you’ll have a great time, but there’s always a chance something can go wrong. The campaign coincided with the release of SCTI’s annual Future of Travel report on how Australians and New Zealanders are travelling, with cost of living and global events impacting behaviour. SCTI claims data informed messaging, with 45% of claims in Indonesia being for gastro, 27% of claims in New Zealand being for journey changes, and a whopping 39% of claims in Japan related to skiing. Dice became the campaign’s central device, dramatising travel’s ups and downs in a distinctive visual approach for the category.
