Explorer Travel Insurance specialises in offering great value travel insurance across a range of policies including cruise, over 65s & those with pre-existing medical conditions.
An established travel insurance provider, Explorer Travel Insurance was operating in a crowded marketplace, competing with online companies and needing to stand out on comparison sites. They were seeking a way of providing brand identity and reassurance, building trust and authority. And ultimately put some substance behind a faceless insurance company.
Creating engaging content for the blog gave the brand a voice and personality. Blog topics ranged from unusual cruise experiences to the benefits of travelling for active seniors, slow travel to wellness tourism and the death of brand loyalty. Each subject was chosen to target the Explorer Travel Insurance demographic, and in some cases to trigger debate.
Supported by a modest advertising budget, the content was delivered to previous customers via the brand’s social media channels, helping to build an on-going relationship. As well as being used as outreach, targeting Facebook fans by interest, bringing new customers into the brand.
Social posts were designed to increase engagement and drive traffic to the website.
11-month campaign creating one blog post a month and promoting it via the brand’s Facebook and Instagram pages.