AA Travel Insurance

"Because Holidays breakdown too" - Direct Response


Our challenge was to take a great British institution known for roadside assistance, add a competitive product like 
travel insurance, and take it to a crowded
 market…

Simple, powerful and tapping directly into the brand’s thoroughly ingrained ethos of trust and reliability, our solution, ‘Because Holidays Break Down Too’ ticked every box on the brief and a few more besides.

In a campaign that was ownable like almost no other, our bold AA-yellow branded suitcase image brought the concept to life and placed it instantly at the heart of the travel insurance arena, thanks to our media strategy involving TV, press, outdoor and online executions.

AA Travel Insurance
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