RSA Insurance UAE: Search for the UAE’s Unluckiest Traveller #RSATravelPhotoFails

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

Campaign details

Brand: RSA Insurance UAEBrand owner: Royal & Sun Alliance Insurance GroupLead agency: Edelman Middle EastCountry: United Arab EmiratesIndustries: InsuranceMedia channels: Competitions & contests, Public relations, Radio & audio, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

In the oversaturated insurance market, investing in travel insurance remains a low priority for UAE residents despite the numerous trips they make every year. As a highly concentrated expatriate market, the UAE suffers from a low penetration of travel insurance. Edelman Middle East...

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