Revealing the cost of Covid to reel in holidaymakers

The Challenge

The Covid rules and regulations around travel were changing as rapidly as testing itself. Holidays had never been more complicated, but insurer Admiral wanted to step in and straighten out the info, proving why they’re the trusted titan for all things travel.

Our Response

Nobody likes unexpected costs interrupting their holiday, and yet, in Covid times the fee for PCR tests was starting to feel like the Wild West. But what was the real cost of Covid testing for holidaymakers?

We knew this was a question the public would pay attention to. And who better to deliver answers than Admiral?

We collated research on the average price by destination, which at its highest would sting with a hefty £184 per trip, per person. This gold-dust intel created a simple comparison for baffled travellers, allowing us to insert the UK’s leading insurer in the centre of a confused frenzy.

This simple, but 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.


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