Southern Cross Travel Insurance launches new 'Free Your Adventure' campaign via True, NZ

Screen Shot 2018-05-07 at 11.05.20 am.jpgSouthern Cross Travel Insurance has launched a new trans-Tasman campaign via Auckland-based creative agency True with Sydney-based media agency Blue 449, encouraging people to think about their individual sense of adventure, rather than what may or may not happen to disrupt it.

"Free Your Adventure" will run in Australia and New Zealand, tapping into the spirit of exploration that Kiwis and Australians share.

Southern Cross Travel Insurance chief customer officer Jo McCauley says some previous campaigns reminded travellers that they never know what disruptions may affect their journey, but a decision was made to step away from this.

Screen Shot 2018-05-07 at 11.05.32 am.jpgSays McCauley: "We want to move away from focusing on peril because travel enriches everyone, and we all have a different sense of what makes a holiday great."

"We want our customers to have a great time and Free Your Adventure is a distinctive way of communicating why we do what we do.

"Whether it's sampling the tastes of Thailand, exploring historic sites in Europe or relaxing on a beach in the Pacific, customers canScreen Shot 2018-05-07 at 11.05.48 am.jpg trust that we are there for them."

Free Your Adventure was developed in response to insights that customers seek a professional, dependable and organised travel insurer."

Says McCauley: "Southern Cross Travel Insurance is a long-standing and trusted brand. We retained our five-star Canstar Award for international travel insurance in New Zealand this year and also won gold in the Reader's Digest Quality Service Awards in 2017."

The campaign features a 15-second and 30-second TVC and will run on both sides of the Tasman.

Agency: True
Craig Pethybridge - Chief Creative Officer
Neill McAlpine - Art Director
Scott Moyes - Copywriter
Nigel Sutton - Head of Content
Managing Director - Steve Kane
Senior Account Manager - Hadley Petraska
Production Company: Cakewalk


Trueth said:

Terrible poem and an incoherent line with some stock film?

The Judge said:

Why have they ran the manifesto film used to sell in the strategy that would be used as a starting point on the actual creative work?

This is a major disappointment for such an iconic and well loved brand.

I never pitched for this client, but I know some who recently did. They must be gutted.

See you at the repitch in 24 months.

Traveling on said:


adlvr said:

such a wasted opportunity

BishBashBosh said:

Or, perhaps a commercial that shows why Southern Cross has superior products?
Just a thought.

Leave a comment


A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs