travel ace magazine
A travel insurance company that grew its business by making people want to travel more.
the challenge
Travel Ace was a travel insurance agency serving a specific and valuable client profile: executives who traveled internationally three to five times per year on average. These were not people who needed to be convinced that travel insurance was important. They already knew.
The question wasn't how to sell insurance more aggressively. It was how to make the right clients travel more frequently — because more trips meant more policies, more naturally and more sustainably than any direct sales campaign could achieve.
the approach
The answer was a magazine.
A bimonthly travel publication, produced with limited circulation and targeted distribution, aimed precisely at the executive traveler profile that represented Travel Ace's core market. The editorial proposition was simple: inspire people who already travel to want to go more places, more often.
The insight driving the project was straightforward but underused in the insurance category: demand generation is more powerful than sales pressure. A client who wants to travel will seek out the insurance. A client who feels sold to will comparison-shop and delay.
By producing content that served the audience's appetite for travel rather than the company's need to sell policies, Travel Ace became a brand its clients looked forward to hearing from.
the result
The magazine generated concrete revenue results for the agency within a short timeframe of its launch — demonstrating that the indirect approach, properly executed, outperforms direct sales campaigns in categories where the client relationship is long-term.
This project dates from 2011. The principle behind it hasn't aged.
