18 June 2024 – Europ Assistance, Care Company of the Generali Group, one of the world’s leading private care providers, following a three-way tender, has awarded Connexia, a marketing and communications brand of the MarTech Company Retex, the task of designing the new 2024 summer campaign dedicated to travel insurance.

It was launched in 2019 with data consulting activities and evolved, during the two-year period 2019-2020, with the creation of digital campaigns for a broad range of insurance products (travel, health, cyber security, etc.), which were appreciated and adopted even beyond the Italian borders. Now, for the upcoming summer season, the partnership with Connexia will be getting a whole new look.

When booking a trip, the dilemma is always: “Should I get insurance or not?”. And, very often, guided by optimism, the answer is: “Naah! What could possibly happen!?”.

Hence the new claim of the campaign, ‘You never know. That’s why we are there for you”, with which Europ Assistance, for travellers who purchase travel insurance, guarantees 24-hour assistance and a wide range of services for travelling with complete peace of mind.

Conceived and developed by the Connexia team under the creative supervision of Adriano Aricò and Anna Vasta, Europ Assistance’s multi-subject campaign revolves around a concept that is consistent with the brand’s value proposition, which is deeply devoted to caring, providing assistance and emotional closeness. The creativity takes the negative approach typical of insurance narratives to the extreme: thecampaign uses hyperbole to represent the unexpected by transforming it from an obstacle into an opportunity to surprise and engage viewers in a way they will remember.

The result: storytelling that can be applied across different communication touchpoints for a campaign aimed at a diversified target group, from Millennials to Gen X, who love to travel and should therefore always protect their holidays.

Starting from 11 June, the articulated multichannel campaign is also available on Out of home in the digital version of the cities of Milan and Rome, covering the most strategic and busiest locations, the main points of access to the city and the most iconic shopping streets, the livery of trams, the stationary and digital shelters of surface transport stops and the metro circuit.

“Influencer marketing activities, social and digital advertising (video and display), fake out of home, and an event on the historic Darsena 1928 tram in Milan this evening, complete the campaign flight.”

“As a leading provider of assistance to travellers, we are constantly analysing the travel habits of Italians in order to anticipate changes. For summer 2024, we have noticed a great desire to travel, although this is not matched by a willingness to take out insurance. Travel insurance is often seen as an expense that can be dispensed with, with no thought for the many unforeseen events that could happen on holiday – says  Chiara Giglio, Chief Communication, Customer Experience and ESG Officer of Europ Assistance Italia. – Consistent with our commitment to promoting responsible tourism and spreading the culture of travel insurance, we have launched a new campaign maintaining the ironic tone that distinguishes us. We are happy to have had a partner like Connexia at our side, who was able to understand our needs and reinterpret them in an original way.”

“Holidays are a long-awaited moment, which often follows a period full of work or study commitments: a fundamental time to recharge your spirit and energy. It is therefore truly a pleasure for us to be able to put our creativity at the service of Europ Assistance and support people as they choose to plan their holidays, fulfilling their desires and expectations. Unforeseen events are contemplated, addressed and always handled in the best possible way. – says Massimiliano Trisolino, Managing Partner of Connexia. – Playing on the most extreme situations, the two campaign subjects designed by Connexia inform users in an effective and impactful way about the possibility of using the services offered by Europ Assistance to dispel any fears of inconvenience when travelling”.