Southern Cross Travel Insurance (SCTI) has unveiled a new brand campaign in Australia, designed to differentiate itself in the market and build trust among Australian travellers.

The campaign's tagline, 'Fingers crossed, you’ve got Southern Cross', was developed in collaboration with Publicis Groupe creative agency Saatchi & Saatchi. The new tagline is supported by a fresh colour scheme contrasting modern pink with the traditional SCTI blue.

The campaign aims to reassure Australian travellers that they are in good hands with SCTI as their travel partner, with the insurer having supported more than six million travellers worldwide in its 40 year history, including 1.5 million Aussies.

Chief Customer Officer at SCTI, Jess Strange, said: "The launch of our new campaign in Australia aims to boost our visibility in this important market and reinforce to travellers how critical travel insurance is when they’re planning their next journey. Since we launched in Australia in 2009 we have supported nearly one million Australian adventures worldwide and provided peace of mind to 1.5 million Aussies, but we’re keen to be there for even more.”

The campaign, which launched on 10 November, is being promoted across TV and digital, as well as SCTI’s social channels and website. The campaign features the popular iconic travel souvenir, the fridge magnet, but with a twist. It tells the story of a holiday where things don’t go to plan, but everything works out in the end because the travellers were covered by Southern Cross Travel Insurance.

Chief Creative Officer at Saatchi & Saatchi New Zealand, Steve Cochran, said: “Central in this campaign is that popular iconic travel souvenir, the fridge magnet. This taps into the way we collect mementos to remember our own holidays. Although, we’ve given this one a twist. It tells the story of a holiday where things don’t go to plan. Of course, it worked out in the end as they were covered by Southern Cross Travel Insurance.”