Krow Group’s campaign for Post Office shows why the ‘Holiday You’ needs insurance

The campaign was born from research revealing 70% of travellers are more likely to try things on holiday they normally wouldn’t at home.

Post Office Insurance has today launched a new campaign, ‘Holiday You’, to remind customers of the importance of obtaining holiday cover. The campaign was produced by full-service creative agency, krow Group, born from research which revealed 70% of travellers are more likely to try things on holiday they normally wouldn’t at home.

The creative idea emerged from the insight that people abroad become a little freer, more relaxed and willing to step outside of comfort zones without fully considering the risks. Holiday You has a greater vulnerability for things to go wrong.

The work dramatises this personality shift to show the stark contrast between You at Home and Holiday You, and communicates that whether you think you need travel insurance or not, Holiday You definitely does.

Post Office sales research revealed that customers under 30 were buying single-trip policies, largely in a last-minute nature and that over 45s were more attuned to the more considered annual multi-trip purchase. Consequently, the campaign was designed to remind both demographics of the importance of travel cover if they want to enjoy their holidays to the max, and increase sales in each segment.

The integrated campaign is live now on Radio and Digital Radio, with further iterations scheduled later in the year for VOD, Print, Digital Print, OLV, Digital Display, and on Meta, to align with travel peaks.

The work was produced by London-based production company DROOL, with media handled by Carat.

Gemma Galvin & Jo Jephcott, Creative Directors, krow, say: “We wanted this campaign to feel as fun as a 5 nautical-mile-per-hour banana-fuelled joyride. Heroing Toby – a guy you wouldn’t imagine ever needs travel insurance – we’re celebrating how the moment we step off that plane, we all like to ‘live life on the edge’… just a tiny bit. And, luckily for ‘Holiday Toby’, Toby got Post Office Travel Insurance, so he can really let loose.”

Tarun Makker, Marketing and Digital Director, Post Office: “This is a major travel insurance campaign with a significant opportunity to increase market share. The work is designed to build salience, preference, and purchase intent for Post Office Travel Insurance. Krow have shown a strong grasp of the brief, developing a campaign grounded in powerful consumer insight and emotional storytelling that communicates the value of travel insurance in a distinctive, memorable, and engaging way.”

Source: krow Group

  Advertising, Campaign, krow Group, Marketing, Post Office, Post Office Insurance