CoverMore Insurance Compares Itself to Mums on Holiday

Australia’s leading travel insurance provider Cover-More, and independent agency Supermassive, have today revealed the first major brand campaign from their new partnership.

‘It’s Like Having Mum on Holiday, Without Having Mum on Holiday’ is a campaign designed to show the extraordinary level of care that Cover-More provides travellers, helping them worry less on holiday. In fact, according to the new campaign, it’s the kind of care you usually only get from one person in your life: mum.

Supermassive co-founder and chief creative officer Jon Austin, said, “When something goes wrong in life, the first person we usually want is our mum. But, ironically enough, the last person we want on holiday is our mum.

"When it came to showing how Cover-More gives you all of the care and none of the worries on holiday, mum felt like the perfect creative vehicle to help us tell the story.”

Steve Webster, head of brand and partner marketing at Cover-More Travel Insurance, said, “Our new campaign taps into a universal concept of care and protection in a way that’s warm, fun, and immediately relatable.

"At Cover-More our mission is to help travellers worry less. This idea brings that promise to life with real charm and cultural resonance, creating a memorable platform that we know could live on across moments and markets.”

Filmed on location in Thailand by comedy director Josh Logue, and produced by Somewhere Nowhere, the campaign marks the brand’s first major creative work since Supermassive was appointed as Cover-More’s strategic and creative partner following a competitive pitch earlier this year. With the help of media agency Avenue C, the integrated campaign kicked off on December 1st across SVOD, digital, social, and out-of-home.