Staysure's brand building campaign puts the 'Sure' in travel insurance

We're thrilled to unveil our new campaign for Staysure, 'Putting the sure in travel insurance'. This is only the first of many bold steps in our brand refresh journey. A huge thank you to our chosen agency Happy Hour who managed to turn this ad around in just 6 weeks – incredible work on such short notice!

Joe Bellizzi, Marketing Manager, Staysure

Challenge

Drive growth with younger matures (45-60) and bring the brand in step with its freshly transformed digital-first customer experience by repositioning Staysure as a modern, mainstream travel insurance brand.

Insight

Travel insurance should make you feel secure, but the process of buying it can induce feelings of uncertainty and self-doubt. There is a ‘confidence chasm’ that customers of travel insurance experience, particularly those with pre-existing medical conditions.

Creative Strategy

Declare the brand’s purpose to improve the experience of travel insurance so more people can travel confidently, through the creative idea ‘Putting the sure in travel insurance’ which included:

• A fluent brand device connecting brand name and creative concept
• Engaging depictions of the over 50s living their best travel life
• Memorable music that underpins the ad’s core message (Take That’s ‘Sure’) and evokes emotion for the age group

Results

Significant uplift in website visits (correlated to TV activity) and gross written premiums in first two months of ad going on air vs same period last year.

Thinking of TV advertising for your next campaign? We’d love to hear from you

To our friends at Happy Hour, thank you. Every step of the way you have demonstrated faith in the idea and a collaborative, can-do spirit. You have guided the whole process with great skill. All without missing a beat.

Maria McHugh, Strategic Consultant, McQ Thinking