TORONTO — Blue Cross Travel has launched its largest-ever awareness campaign in Ontario, introducing a new brand platform aimed at highlighting the value of travel assistance.

The province-wide campaign, called ‘We’re on it’, is designed to reach millions of Ontarians and create more opportunities for brokers, travel advisors and industry partners to engage travellers before departure.

Rather than focusing solely on insurance, Blue Cross Travel says the campaign centres on the role of expert assistance when unexpected situations arise abroad, including medical emergencies, language barriers, unexpected costs, flight changes and other disruptions.

“This campaign is more than building our brand; it’s about building confidence in travel assistance,” said Mathieu Nezan, Senior Director, Integrated Marketing at Blue Cross Travel. “When travelers understand the value of expert assistance before they leave, every conversation becomes more meaningful.”

SUPPORT FOR THE TRAVEL TRADE

Blue Cross Travel says the campaign is also intended to give brokers, travel agencies and industry partners a stronger way to communicate the value of travel protection.

The creative platform uses real-world travel scenarios to show how assistance teams can step in during emergencies, positioning travel protection as part of travelling with greater confidence.

Campaign messages include “If something breaks on spring break” and “If things go south while down south,” both reinforcing the We’re on it theme.

Blue Cross says it has provided travel insurance and assistance for more than 80 years and operates a fully integrated in-house assistance model.

Its multidisciplinary team includes assistance specialists, nurses, physicians and medical experts who work with a global network of accredited hospitals, healthcare providers and air ambulance partners.

Support is available 24/7, with assistance extending from the traveller’s first call through to their return home.

For more information, visit on.bluecross.ca/blue-cross-travel.