Blue Cross Travel Launches Biggest-Ever Awareness Campaign in Ontario
by Bruce Parkinson
Blue Cross Travel has unveiled its largest-ever awareness campaign in Ontario, introducing a new brand platform dubbed “We’re on it.”
The insurer says it is reinforcing its commitment to helping travellers and the travel professionals who serve them to better understand the value of expert travel assistance.
Designed to reach millions of Ontarians through a province-wide media investment, the initiative aims to strengthen awareness of travel protection while creating more opportunities for brokers, travel advisors and industry partners to engage travellers before they depart.
Rather than focusing on insurance alone, the campaign reframes the conversation around what travellers value most: knowing that when the unexpected happens, an experienced team takes charge.
Travellers don’t just worry about getting sick or having their trip disrupted – their concerns extend to navigating hospitals, language barriers, unexpected costs, changing flights and difficult decisions far from home. Blue Cross Travel says its assistance team manages those complexities around the clock, allowing travellers to focus on what matters most.
“This campaign is more than building our brand; it’s about building confidence in travel assistance,” said Mathieu Nezan, Senior Director, Integrated Marketing. “When travellers understand the value of expert assistance before they leave, every conversation becomes more meaningful.”
Supporting the Travel Industry
As travel demand continues to grow, Blue Cross Travel says it believes greater awareness of travel assistance benefits everyone involved in the travel journey.
“The new platform gives brokers, travel agencies and partners a stronger story to tell, one that reinforces the value of protecting every trip with expert assistance. By showcasing real travel situations and how Blue Cross Travel takes charge during emergencies, the campaign positions travel protection as an essential part of travelling with confidence,” the company says.
Blue Cross Travel says travel assistance is much more than answering the phone — it’s coordinating complex care when every minute matters.
“For more than 80 years, Blue Cross has been one of the few travel insurers to provide fully integrated, end-to-end assistance entirely in-house. Our multidisciplinary team of assistance specialists, nurses, physicians and medical experts works seamlessly with a trusted global network of accredited hospitals, healthcare providers and air ambulance partners. From the first call to a traveller’s safe return home, every step is coordinated with expertise, compassion, and 24/7 support,” the company states.
The creative platform of the Blue Cross Travel campaign is based on a simple insight: travellers don’t just fear what could happen abroad–they fear having to handle it alone.
Campaign messages such as “If something breaks on spring break” and “If things go south while down south” reinforce the insurer’s new brand promise: “We’re on it.”
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