Cover-More has launched a new campaign and website, which focuses on driving more travellers to take their insurance bookings back to the travel agents.
At the TravelManagers 2012 National Conference, the insurance company revealed the new ‘Askyouragent.com’ marketing initiative was designed to deliver travel insurance sales into agencies by presenting an “alternative voice” to those suggesting travel agents charge too much for travel.
“Online providers have been targeting consumers with a message that infers travel agents charge too much for travel insurance,” Cover-More marketing and strategy manager Zac Brookes said.
“This campaign presents an alternative voice, posing questions to travellers that can be answered by travel agents, and demonstrating how travel agents enrich travel planning and experiences.”
The campaign includes a mix of outdoor, print and digital media including premium billboards in Melbourne and Sydney, train stations and weekend magazines.
Meanwhile, the company is also dipping its toes in the telephone business, unveiling plans to launch a global sim next year.
Completing a beta test of the product this year, the sim will be available for regular mobile users as well as travellers with the smaller sim, iPhone 5.
Source = e-Travel Blackboard: N.J