Australians love to travel, but the impacts of COVID-19 and travel restrictions had dampened this passion even after borders reopened. InsureandGo, Australia’s online travel insurance specialists sought to reassure those desperate to explore that with their comprehensive travel insurance policies there was no reason to wait, and it was time to Go There. In addition to media strategy and buying, MM were tasked with developing refreshed creative that both resonated with the post pandemic travel consumer and aligned with existing brand positioning statement “Go There”.
The campaign launched in January 2023 across programmatic DOOH, digital audio (podcast and streaming music), BVOD and online video pre-roll. The campaign maximised a modest budget via a targeted audience and daypart strategy. Leveraging the monotony of a daily commute or moments where the audience was most likely to be in moments of escapism to then serve InsureandGo’s refreshed video and audio creative. Using data and insights to weight the campaign in key metro locations that over-indexed against consideration for international travel, the campaign ran in Brisbane, Sydney, Melbourne and Perth.