Cover-More
Travellers who get travellers
An insurance brand that needed a human voice
Cover-More is one of few insurance brands in Australia that exclusively covers travel. But despite their deep expertise in the area, their brand still sat firmly in the world of insurance – a space dominated by compliance, caution and corporate language. We knew we had to move them away from ‘insurance land’ and into the exhilarating, unpredictable world of travel – where they truly belong.
Clear. Caring. Compelling.
In crunch time, Cover-More had proven their caring credentials time and time again – going above and beyond to get Aussies home safe. But most travellers only interacted with them in stressful moments, making the experience feel impersonal, rule-driven, and transactional. We had our work cut out for us – how could they express care and caution in a way that felt warm, engaging, and human?
What would Judi say?
Cover-More’s 24/7 care means mums everywhere can worry less. So, we looked to strong women as our inspiration – particularly Judi Dench. Charismatic. Firm but fair. Emotionally insightful. Judi became an internal reference for how they should communicate. Instead of woolly, overly cautious language, their new voice has natural ease and transparency – helping them have real conversations with their community of fellow travellers.
Epilogue
Freshly equipped with a traveller’s most essential item – a sense of humour – Cover-More now feels like a brand built for travellers, by travellers. They’re here to point out the little travel truths we can all relate to – find the silver linings – and celebrate uncovering more of the world. No longer just an insurance brand, but part of the travel experience.
