Southern Cross Travel Insurance

Future of Travel Report

We grew Southern Cross Travel Insurance’s market share in Australia by making the brand relevant to Australians.

The challenge

Southern Cross Travel Insurance (SCTI) wanted to grow market share in Australia.

Increasing consumer awareness and positioning the brand as a thought leader in the travel space was identified as an effective way to grow market share and confidence.

The Solution

Sedgwick Communications worked with SCTI and YouGov to commission research examining consumers’ attitudes to travel - specifically the impact of the rising cost of living on travel plans and the extent of travel disruption in Australia.

We carefully selected topics to investigate as part of the research, which would tap into the news agenda to achieve mass awareness and reach a more mainstream audience.

The research surveyed a nationally representative sample of 1,028 Australians aged 18 years and older via an online survey.

The findings revealed the rising cost of living had a significant impact on Australian travel plans in 2023 with more than eight in ten (83%) Australians who planned to travel this year admitting they will need to reduce travel costs as a result of the rising cost of living.

The research revealed three in four (74%) Australians who travelled overseas in 2022 experienced an issue with their travel or travel plans.

The results

The campaign was extremely successful achieving a total of 168 pieces of coverage, with a total campaign reach of 78,150,350 and 89% of articles included commentary from SCTI spokesperson.

Brand tracking results in July, show a 3% unprompted awareness, which far exceeded the target of 2.2% by the end of 2023.