When families go on a trip, most insurance providers are happy to cover the kids for free. The only problem: most providers define “family” as two parents, single-parent families are completely excluded from the offer. Pacific Blue Cross thought this old-fashioned definition didn’t reflect the diversity of today’s families, much less their company values. So they set out to change it.
After identifying this industry-wide oversight, Pacific Blue Cross created a new insurance plan that allowed kids of all families to travel with free coverage. To launch it, we created a campaign that focused on an emotional memory almost every parent can relate to: the endearing way kids prepare and pack for a much-anticipated family trip.
Pre-launch, Pacific Blue Cross was stuck at a dismal estimated market share of only 1% of the family travel insurance segment. Our campaign completely changed that. Four weeks after launch, family policy sales increased by 22%, while single-parent policy sales grew by a staggering 76%.