AMI needed to sell more travel insurance in a category where competitor brands dominated awareness. While well known for house and car insurance, AMI’s travel offering was not front of mind at the moment people were making a purchase decision.
People don’t buy travel insurance for the policy. They buy it for reassurance.
At the moment they’re booking a trip, they want to know there’s a real, human backup in place if something goes wrong — someone on their side who understands what matters to them and the people they’re travelling with.
We delivered a full‑funnel media and creative approach, using premium display and OOH to build awareness, supported by performance and intent-led channels to capture demand. Creative brought AMI’s “On your side” proposition to life in simple, human ways, showing how travel insurance matters when things don’t go to plan.
Awareness was the key constraint on growth. Using Kantar research alongside AMI’s quote and purchase data, we modelled how lifting awareness would flow through to incremental policies sold. This allowed us to size the commercial opportunity and set media investment levels with a clear, profitable ROI.
Once awareness channels came online in November, policy sales lifted in line with our original modelling. The campaign delivered sustained growth across the peak travel booking period, with the client describing the outcome as “truly phenomenal”.
