MY CLIENT SUCCESS STORIES
Cover-More Group: whole of brand reputation management
Cover-More Group is an Australian-based global travel insurance and assistance company. We supported them with a whole of business communications advisory and implementation program, spanning crisis and issues management, media relations, key messaging and strategy, customer stories and ongoing project-based support.
Key Results
The Challenge
Cover-More at the time was Australia’s largest travel insurance provider but not known for it yet. It’s medical assistance cover was unrivalled in the market and the brand needed a PR strategy that built the profile of its offering with national consumer media and travel trade media.
Their strategy needed to include a robust crisis and issues management component, as the brand was the subject of customer complaints and negative media reports from time to time. Insurance providers are typically the subject of buyer-beware stories, it was important Cover-More had a voice in these stories to educate travellers about what travel insurance did and did not provide cover for.
The Solution
Over a period of eight years, we developed and implemented a multi-platform, whole of business communications strategy that achieved national media coverage with travellers, profiled their expert leadership team, managed media (TV and online) issues so that damage to the brand was minimised and online discussions were well informed with the facts of each case, and a regular proactive communications strategy that built the brand’s profile as Australia’s number one travel insurance and assistance provider, and a growing global travel insurer.
We managed media issues by providing reporters with the facts of each case to ensure media reporting as as fair as possible and we corrected incorrect information. We participated in online conversations to build trust and ensure accurate information was communicated.
The executive team was profiled across trade media, industry events, business media and guest interview opportunities to showcase the expertise at Cover-More and communicate its growth story.
Cover-More was regularly the travel insurance provider that media came to when they needed information on coverage or about cover for a specific event, like COVID-19, ash clouds and cancellations.
The Results
Cover-More built a national media profile both with travel trade and insurance media as the leading travel insurance provider in Australia. They were featured in the Sydney Morning Herald, The Age, The AFR, The Australian, News.com.au and many other national consumer media outlets.
They also built a profile with travel and insurance trade media, including Travel Daily, KarryOn, Travel Weekly, Insurance News and ITIJ, among others.
Issues management was effective and protected the brand from unnecessary negative impact. The business had a clear crisis and issues communications strategy, which ensured stakeholders new their roles when an issue occurred and communicating through an issue was prioritised.
The brand utilised customer stories to communicate the value of travel insurance, building awareness across national media and the brand’s social media channels on Facebook and Instagram.
The executive team were media trained and build profiles with media and industry, including conferences and events.
Testimonial
Cover-More and I have worked with Angela and PilotPR for more than six, very happy and productive years.
Angela is a consummate PR professional whose media counsel and reputation management work continues to influence Cover-More’s standing as Australia’s leading travel insurance and assistance provider and as the third largest globally. Cover-More is a values-driven group and Angela’s approach and understanding continues to be completely in tune with our strong culture of assistance.
Maureen Mullins
Group Communications Manager, CoverMore
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