Virgin Money Australia launches into travel insurance with 'Fortunate ...

Virgin Money Australia has launched a new campaign for its Virgin Travel Insurance via Sydney-based agency The Works. The campaign sees animated character Fortunate Frank - the luckiest traveller on earth - narrowly escaping a string of travel mishaps, highlighting what can go wrong when people travel.

WATCH THE SPOT

The 30-second spot that started airing on free and pay television last night (6 January) is the first major marketing activity for Virgin Travel Insurance following its launch during the final months of 2012.

Says Danielle Williams, marketing director, Virgin Money Australia: "We know Australians love to travel and experience adventure, but even the best laid plans can go horribly wrong. Virgin Travel Insurance covers a wide range of things that can go wrong while you travel, including lost passports, lost luggage, trip disruptions and unexpected overseas medical emergencies.
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"The launch of Virgin Travel Insurance boosts our personal insurance offering, which also includes car, life and income protection insurance. It's further proof of Virgin Money's commitment to providing Australians with great value and refreshing alternatives in financial services."
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The campaign extends Virgin Money's marketing presence, with the company's advertising investment increasing by more than 20% year-on-year, supporting the roll-out of a range of new products and Virgin Money's new 'Good Together' brand positioning.
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The character-led animated campaign for Virgin Travel Insurance follows the success of Virgin Money's animated car insurance advertising campaign. Virgin Money will focus heavily on social media to promote awareness and uptake of its travel insurance offer,leveraging travel's prominence as one of the most popular conversations in social media.
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Says Nathan Bilton, creative lead on Virgin Money at The Works: "We're travelling more often and to more places, and the potential for a travel disaster story is all too real. Frank is a reminder that Virgin Travel Insurance can help if things go wrong, and you can relax knowing you're not relying on good fortune to look after you. It's a positive, light-hearted approach to making sure more Australians protect themselves and their families with Virgin Money."
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Virgin Travel Insurance is available for most types of domestic and international travel, providing affordable quality cover for cancellations, overseas medical, luggage, accidents, personal items, travel documents, theft of cash, credit cards and more. In partnership with Allianz Global Assistance, it also provides 24/7 overseas emergency medical assistance.

Stephanie Pierce - Campaign Manager
Ken Bryan - Head of Insurance
Creative Agency - The Works
Content Agency - Contently
Media Agency - OMD

Source: http://www.campaignbrief.com/2013/01/virgin-money-australia-launche.html

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