Admiral
Admiral: Certainty in uncertain times
We positioned Admiral as the trusted voice for travellers at the most complicated moment in modern holiday history.
The challenge
Travel had never been more complicated. Rules and regulations were changing faster than most people could keep up with, and covid testing was becoming a source of real anxiety for anyone trying to plan a holiday. Travellers were confused, frustrated and looking for someone to make sense of it all.
Our approach
We identified a question that millions of travellers were already asking but struggling to find a clear answer to: what does testing actually cost, and how does that vary depending on where you’re going?
We collated research on the average price by destination, which at its highest would sting with a hefty £184 per trip, per person. This intel created a simple comparison for baffled travellers, allowing us to insert the UK’s leading insurer in the centre of a confused frenzy.
Positioning Admiral at the centre of that conversation as the calm, authoritative voice in a moment of widespread confusion, was genuinely useful to the people it reached. It also helped the brand to build trust with its audiences, showing them that Admiral could be counted on in moments of uncertainty.
The impact
This PR-able approach positioned Admiral as a go-to authority, securing 78 pieces of coverage from the campaign including the Evening Standard, The Telegraph, Daily Express, MSN UK and Yahoo News with 27 links back to the brand supporting brand awareness for its travel insurance product.
A simple piece of work, but one that connected well, because it was built on a clear understanding of what people actually needed.
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