In our industry, we believe consumer education is vital. In fact our research shows that travelers who understand travel protection benefits are two times more likely to insure their trip.1 Thanks to our partnerships with some of the world’s largest brands in travel, we’ve discovered innovative ways to educate customers in advance of booking their plans. Done effectively, it can turn trip insurance into a common-sense purchase.
Recently we had the opportunity to collaborate on this effort with one of our long standing partners, Amtrak. Playing off their strong brand, we created and delivered an innovative, authentic co-branded marketing campaign aimed at increasing their travel insurance sales (a valuable ancillary revenue), which extends valuable trip protection and assistance benefits to more of their customers. It also encourages travel to a variety of destinations that Amtrak serves, promoting future bookings. Let’s take a closer look.
Traveling cross-country by train is a novel American experience, lending Amtrak’s passengers the chance to embark on new and infinite adventures. As Amtrak’s partner for the past decade, we saw an opportunity to use co-branded marketing to inspire travelers with a sense of childlike wonder and give them the confidence to explore new destinations by rail.
Welcoming aboard more than 31 million annual customers last year, Amtrak is the nation's premier provider of high-speed intercity passenger rail transit. It operates along 21,000 miles of routes that connect over 500 destinations in 46 states, D.C., and three Canadian provinces.
We involved Amtrak’s marketing team early in the creative process, which streamlined everything from input to approvals. It also helped us identify opportunities to message customers during their journey. Our full-service, in-house marketing team designed a campaign that portrays some of the infinite types of trips and places to take rail transit, which playfully points out related issues and reasons to protect their trip. Not only does this increase demand for travel insurance, but by highlighting a range of popular to unique destinations along Amtrak’s routes, it aims to promote more bookings with our partner.
The initial campaign launch includes posters displayed at Amtrak stations across the U.S. and a full-page ad (pictured above) in Amtrak’s new high-quality onboard magazine, called The National.
“Allianz’s marketing team impressed us by proactively bringing high-caliber creative ideas to the table that supported our business goals. It’s extremely valuable when a partner like Allianz who understands your brand and challenges can offer full-service marketing solutions to promote higher sales,” said Allen Sebrell, Manager, E-Commerce at Amtrak.
Contact us to learn more about opportunities for co-branded marketing.
Terms, conditions and exclusions apply.
Insurance benefits underwritten by BCS Insurance Company or Jefferson Insurance Company, depending on your state of residence. Plan(s) only available to U.S. residents and may not be available in all jurisdictions. Allianz Global Assistance and Allianz Travel Insurance are brands of AGA Service Company. AGA Service Company is the licensed producer and administrator of these plans and an affiliate of Jefferson Insurance Company. The insured shall not receive any special benefit or advantage due to the affiliation between AGA Service Company and Jefferson Insurance Company. Non-insurance benefits/products are provided and serviced by AGA Service Company. Consumer may be responsible for charges incurred from outside vendors for assistance or concierge services. Contact AGA Service Company at 800-284-8300 or 9950 Mayland Drive, Richmond, VA 23233 or email@example.com.
1. Allianz proprietary research, 2015
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