Developed by independent agency The Works, the 30-second TV spot launched last night (6 January) is Virgin Travel Insurance's first major marketing activity since its launch late 2012.
It introduces Fortunate Frank, the world's luckiest traveller who absolutely does not need travel insurance.
Nathan Bilton, creative lead on Virgin Money at The Works, explained that the decision to adopt an animated mascot was to present the potential for travel disasters in a light-hearted manner that would get the message across. "We’re travelling more often and to more places, and the potential for a travel disaster story is all too real," he said.
The new campaign is also in line with Virgin Money's animated car insurance advertising campaign.
Virgin Money plans to focus heavily on social media to promote awareness, riding on travel's prominence as one of the most popular conversations on social media.
The campaign extends Virgin Money’s marketing presence, with the company’s advertising investment increasing by more than 20 per cent year-on-year, supporting the roll-out of a range of new products and Virgin Money’s new ‘Good Together’ brand positioning.
Credits:
Virgin Money Australia: Stephanie Pierce
Campaign Manager; Ken Bryan, Head of Insurance
Creative Agency: The Works
Content Agency: Contently
Media Agency OMD
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