LAUNCHING A NEW AUSTRALIAN TRAVEL INSURANCE BRAND
Tokio Marine, Japan’s largest non-life insurance company, engaged HWBK to manage the launch of its first consumer facing brand – World2Cover – into the crowded travel sector in Australia, driving awareness, building credibility and encouraging trial.
We developed a tightly targeted communications strategy spanning PR, content and influencer activities, which leveraged digital insights and analytics to drive continuous improvement.
As part of this, we implemented a robust editorial planning program and drew on seasonal events, trending topics, product developments, research and more to generate a stream of positive news across key verticals, including travel, lifestyle, women’s interest and family/parenting media.
All communications were reviewed with an SEO lens and brought to life the heritage of the brand’s parent company to position World2Cover as a trustworthy local player with global clout.
To add further depth and reach to the campaign, and engage our target consumers with powerful third party endorsement, we teamed with four leading travel influencers on bespoke content campaigns with social support to amplify our messages.
In just six months, we crafted more than 15 pieces of sticky media content which generated over 100 pieces of positive coverage across high profile trade and consumer media with a potential reach of over 30 million. The targeted influencer program extended our digital reach to an additional 1.2 million people and, along with traditional PR, supported a direct spike in web traffic and online quotes.
Now established in the market, World2Cover is becoming a go-to for timely commentary and content, and is set to continue driving growth across the board.