|
The Southern Cross is our national icon. It adorns clothing, vehicles, billboards and collateral all over the country – not to mention New Zealand’s night sky.Further still, Southern Cross is a household name in the New Zealand health insurance market. As one small part of the Southern Cross Group, Southern Cross Travel Insurance had long been over-shadowed by its big brother – Health Insurance. Travel Insurance needed to step out of the shadows, to have its own chance to shine. So Southern Cross Travel Insurance pimped its ride. While remaining faithful to the group logo identity, SCTI took their independent brand to the next level and developed the Starman character to build a new engagement with New Zealanders. He’s a bright, friendly, everyday kind of a guy with a sparkle in his eye. And he’s Kiwi – through and through. Starman began life as a virtual crash test dummy in a succession of international escapades aimed at demonstrating the type of jams people can get into on holiday. He’s grown to become a hugely popular character throughout NZ and Australia and is now synonymous with New Zealand’s most recognised brand of travel insurance. 2012 marks Starman’s 10th birthday and his world is a very different place. Now, 99% of sales are made online and SCTI looks after over 40% of all Kiwis when they travel. Fuse has been there all the way, working closely with SCTI management to build the brand and to create exciting and effective campaigns in a constantly evolving market. |
