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

Staysure's new brand-building TV commercial, delivered in just 6 weeks from pitch win to air date.

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