Assignment: Elevate category of travel insurance, while making “travel insurance” synonymous with “Allianz."
Strategy: Instead of focusing on the dry category of insurance, we aimed to own the entire category of travel and tourism.
Execution: Created drumbeat of news and trend content that focused on travel experiences enabled by travel insurance, rather than the intricacies of individual policies.
The following is a collection of the thought leadership content developed for the Allianz "Vacation Confidence Index," which was integrated across public relations, social, digital, event and influencer activations.
in future of travel, tech skeptics feel safer in 'flying cars' than in self-driving cars
If the ‘future was now,’ travelers would feel safer either on a rocket to space, soaring at supersonic speeds, driving a flying car, or floating on a magnetic levitation train than being in a self-driving or autonomous vehicle.
As the future of travel approaches with experimental transport technology accelerating at a rapid pace, the vacation vehicle of tomorrow that is closest to reality today — the self-driving car — is among the most concerning for potential travelers worried for their safety.
Lyft gets a, uh... lift, from Uber's bad PR as popularity of 'sharing economy' triples in 2 years
Despite trust issues among users, the popularity of the sharing economy for summer travel booking has tripled in two years, with 50 percent of travelers planning to use services like Uber, Lyft and Airbnb this year compared to just 17 percent in 2015.
But negative news has had an effect on travelers' faith in sharing economy companies over the past year, with one in three saying they're less likely to use a service after seeing recent reports of safety and regulation concerns.
HOW MILLENNIALS ARE CHANGING THE WAY WE ALL TRAVEL: WORKING HARDER. SPENDING LESS. SHARING MORE. AND DRIVING INDUSTRY INNOVATION.
Paydays aren’t as large and vacations aren’t as long, but the millennial traveler is having a profound impact on how all Americans will travel in the future. Despite spending less on shorter vacations, the way in which millennials are getting more memorable experiences out of lower budgets and tighter schedules is driving innovation that will shape the industry in their image.
They work longer, spend less, share more and are avoiding direct contact with real humans faster than anyone else, as customer services become AI automated and travel takes off in flying cars and rockets to space.