Cover-More rolls out refreshed brand and campaign for Kiwi travellers

Cover-More rolls out refreshed brand and campaign for Kiwi travellers | Insurance Business New Zealand

Travel

Cover-More rolls out refreshed brand and campaign for Kiwi travellers

Author and speaker named brand advocate

Travel

By
Roxanne Libatique

Cover-More Travel Insurance has launched a refreshed brand identity, featuring a new visual style and brand voice.

The travel insurance provider is encouraging New Zealand travellers to “worry less” by highlighting its travel app, emergency assistance team, and comprehensive travel cover.

Cover-More Travel Insurance brand refresh

The revamped Cover-More Travel Insurance brand features vibrant colours, a more prominent blue, and updated photography that focuses on joyful moments. The brand’s new voice aims to be upbeat and caring, reflecting a shared enthusiasm for travel.

Will Ashcroft, Cover-More Group’s managing director in New Zealand, said the brand update is timely, given the post-pandemic surge in travel and the evolving nature of travel protection.

“For Cover-More today, it’s about more care, more cover, for all. And our new visual identity and voice reflects that promise,” he said. “We want people to go where they love. Travel more, see more, experience more of the world. But if something goes wrong, from little hiccups to medical emergencies, we’re here to be there. New Zealand travellers can holiday more and ‘worry less’ because ‘Cover-More gives you all the care so you won’t have a care.’”

The campaign will be rolled out across various media, including TV, outdoor advertising, print, online, and social media, in the coming weeks.

Carey, a Cover-More customer since 2013, survived a skydiving accident in Switzerland that left her a “walking paraplegic,” with mobility but no sensation from the waist down. Her memoir, “The Girl Who Fell From The Sky,” narrates her story of resilience and highlights the importance of not taking life for granted.

“I don’t know how I would have been able to afford the surgeries in Switzerland or to return to Australia without Cover-More. I just feel like the luckiest girl in the world. When you’re told you might never walk again, and then you can, it gives you a whole new perspective on life,” she said.

Aside from the travel insurance brand refresh, Cover-More has exposed current prevalent travel scams, including faux flat tyres, using real babies to distract tourists, impersonating religious figures, local police soliciting bribes at checkpoints or for minor violations, and inside jobs.

“If there weren’t gullible people, these scams would never exist. But you need to remember this is a profession; these people do it for a living, so they’re always going to be better at it than you,” said Paul Trotter, from Cover-More Travel Insurance’s security assistance team.