Worry less travel Cover-More! Cover-More refreshes brand
Not many people love buying travel insurance – something Cover-More Travel Insurance is keen to change.
The insurance company has launched a refreshed brand identity that elevates the vision of travel insurance from a ‘grudge purchase’ to one grounded in a shared passion for the joy of travel and worry-free experiences.
Cover-More worked closely with branding design agency Principals and their specialist brand voice studio XXVI to craft a new identity and ‘character’ that is equal parts witty, upbeat and caring.
Group chief marketing officer Chris Noble said it was anchored in the company’s promise of ‘more care, more cover, for all’ and a call for travellers to ‘worry less’.
“In the years since the pandemic, our customers have embraced tourism with fresh vigour and a renewed passion and appetite to expand their horizons,” Noble said.
“Whether that’s experiencing different cultures, catching up with loved ones or savouring new tastes, wanderlust is taking them all over the world – to parts known and not.
Chris Noble.
“It’s something Cover-More Travel Insurance continues to respond to through our evolving suite of products and services, so the time was right to extend that response into our travel insurance brand identity in Australia and New Zealand.”
It’s also about prioritising a creative narrative that focuses on best-case scenarios.
“Travel insurance can sometimes be seen as a ‘grudge purchase’, but we wanted to capture the feeling of celebration that comes with knowing you have a safety net to embolden your travels, not only with our policies but with extras such as our free travel assistance app,” Noble said.
“For us, it’s about showcasing the essence of travel as a joyful, inspiring and inclusive experience, one where you can rest assured Cover-More is there for you every step of your journey,” he said.
The updated brand identity features an array of vibrant new colours, anchored by a brighter and bolder shade of blue that has been designed, in particular, to draw keen attention in digital spaces. It’s a fresh palette enhanced by a suit of engaging brand assets including a revamped logo, graphic devices, illustrations, icons and authentic photography capturing shared travel memories.
A brand campaign, developed together with Howatson+Company, will roll out across TV, out-of-home advertising, print, online and socials in the coming weeks.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
cover-more cover-more travel insurance insurance travelLatest News
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