RSA: The Unluckiest Traveller – #rsatravelphotofails

UAE insurance brand RSA used a social media-led campaign to connect with its target audience and increase travel insurance sales.

Background

The UAE is a travel and tourism hub with a 1 in 4 people having travelled 5 to 10 times in the last two years. Unfortunately, however, the general public don't have the same awareness of travel insurance. From the consumers' perspective, price sensitivity as well as ensuring peace of mind and purchasing travel insurance before a trip are usually done when this is part of a visa requirement. Otherwise, it is often a neglected priority for most UAE travelers due to the lack of awareness and understanding of covers available in the market.

The problem is that consumers...

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