Launching on 27 December, the integrated campaign is spearheaded by a fresh and inspirational campaign line ‘Sure You Can!’.
Award-winning insurance provider Staysure is launching a new marketing campaign this month that aims to empower and inspire over 50s consumers to fulfil their travel dreams and aspirations, despite concerns they may have about purchasing travel insurance.
Launching on 27 December, the integrated campaign is spearheaded by a fresh and inspirational campaign line ‘Sure You Can!’, which appears in two new TV commercials (TVCs) and across supporting press, digital, additional customer communications and PR activity. The campaign coincides with the brand’s 10th anniversary.
The ‘Sure You Can!’ creative was developed by McCann Manchester and the TVCs directed by Chris Cottam. The supporting PR campaign will be managed by LightBrigade PR.
The first 60-second commercial shows married couple Paul, 60, and Elaine, 55, in their kitchen planning to book a holiday. The couple question whether Paul can get travel insurance to cover his diabetes and high blood pressure, only to be reassured that he can – as Staysure specialises in travel insurance for customers with pre-existing medical conditions. The advert finishes with a humourous twist when Elaine calls her 84-year-old mother, who has arthritis, to see if she can join them on holiday.
The additional 30-second commercial ‘Swimming Club’ sees a group of six friends in their fifties and sixties at a leisure centre, asking if they can travel abroad with various medical conditions, and even enjoy activities such as scuba diving. The ‘Sure You Can!’ stamp appears on screen to reassure the group that Staysure policies cover a wide range of activities.
Staysure CEO Ryan Howsam, said: “As we approach our 10th anniversary, we wanted to create a new marketing campaign to celebrate the customers we have covered over the years and reflect how we have helped over 1.6 million people make their plans possible with our insurance. The ‘Sure You Can!’ strapline feels bold, inspirational and sums up everything that we want to stand for as a brand. We have built up a very loyal customer base and look forward to helping many more achieve their travel dreams in the years to come.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
