Insurance firm makes play for trade

Insurance firm makes play for trade
By admin

Travel insurance provider Cover-More has revealed plans for a new marketing push which will move away from direct sales and drive business through Australian travel agents.

The campaign will feature new advertising to encourage customers to book insurance via an agent, and a new website to drive awareness online. The ads will be rolled out across billboards, transport and press and digital mediums from November 15, following a wave of early bird incentives.

Revealing the details at the TravelManagers conference at the weekend, Cover-More national sales manager Dean Potter said the $1.5 million campaign was a strategic move to capitalise on its strong relationship with agents.

Noting that 99% of Cover More’s Australian sales come from agent bookings, he said agents would be its “sole focus” over the next 12 months.

“We really do value the relationships with agents… we want to deliver sales back to our agents and make sure travel agents in Australia are front in our minds,” he said.

“We have no intention of selling direct,” he added.

Potter also revealed a number of policy changes, including simplified comprehensive and basic cover, unlimited cancellation and the capacity for agents to now set their commission levels.

Cover-More will also launch a number of ancillary features in January, including a free global SIM which will be available for all customers purchasing its insurance for more than 10 days.

“Over the last 12 months, we have put a few hurdles in front of agents by releasing some things that we should have thought about before executing,” he admitted. “But we are now on the right track and are committed to building on our relationship with agents.”

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