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Virgin Money’s Fortunate Frank

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Character-led campaign launches travel insurance

Virgin Money’s Fortunate Frank

 

Don’t leave good fortune to fate when you’re travelling is the message from Virgin Money Australia with the launch of Virgin Travel Insurance.
 
The advertising campaign created by Sydney-­‐based independent agency The Works, sees animated character Fortunate Frank – the luckiest traveller on earth – narrowly escaping a string of travel mishaps, highlighting what can go wrong when you travel.
 
 
 
The 30-­‐second spot that started airing on free and pay television last night (6 January) is the first major marketing activity for Virgin Travel Insurance following its launch during the final months of 2012.
 
Danielle Williams, marketing director, Virgin Money Australia said: “We know Australians love to travel and experience adventure, but even the best laid plans can go horribly wrong. Virgin Travel Insurance covers a wide range of things that can go wrong while you travel, including lost passports, lost luggage, trip disruptions and unexpected overseas medical emergencies.
 
“The launch of Virgin Travel Insurance boosts our personal insurance offering, which also includes car, life and income protection insurance. It’s further proof of Virgin Money’s commitment to providing Australians with great value and refreshing alternatives in financial services.”
 
The campaign extends Virgin Money’s marketing presence, with the company’s advertising investment increasing by more than 20% year-­‐on-­‐year, supporting the roll-­‐out of a range of new products and Virgin Money’s new ‘Good Together’ brand positioning.
 
The character-­led animated campaign for Virgin Travel Insurance follows the success of Virgin Money’s animated car insurance advertising campaign. Virgin Money will focus heavily on social media to promote awareness and uptake of its travel insurance offer, leveraging travel’s prominence as one of the most popular conversations in social media.
 
Nathan Bilton, creative lead on Virgin Money at The Works said: “We’re travelling more often and to more places, and the potential for a travel disaster story is all too real. Frank is a reminder that Virgin Travel Insurance can help if things go wrong, and you can relax knowing you’re not relying on good fortune to look after you. It’s a positive, light-­‐hearted approach to making sure more Australians protect themselves and their families with Virgin Money.”
 
Virgin Travel Insurance is available for most types of domestic and international travel, providing affordable quality cover for cancellations, overseas medical, luggage, accidents, personal items, travel documents, theft of cash, credit cards and more. In partnership with Allianz Global Assistance, it also provides 24/7 overseas emergency medical assistance.
 
Credits
 
Virgin Money Australia: 
Stephanie Pierce: Campaign Manager 
Ken Bryan: Head of Insurance 
Creative Agency: The Works 
Production Company: Contently
 
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lbbonline.com, Mon, 21 Jan 2013 09:50:01 GMT