Cigna is a global leader in travel insurance, winning the 2015 ITIJ Travel Insurance Award which they wanted to leverage to target key prospects in the travel affinity market. Cigna have invested heavily in digital technology enabling their customers to call for help whenever they need it – wherever they are in the world.
The brief was to create a memorable mailing of a highly personalised, travel related pack with good retention value. From a range of initial concepts, the option to mail copies of Lonely Planet’s Ultimate Travelist with a slipcase and bookmark personalised to the recipient was chosen. Mailings were followed up by Cigna’s in-house sales team who reported 100% recall by prospects, who not only remembered the pack, but were also pleased to have received it.