bupa

Bupa is a global health and care organisation with bases on three continents and more than seven million customers. Bupa TravelCover is BUPA’s travel insurance product that looks after the needs of the traveller abroad, either on holiday or while on business. Policies can be tailored to meet an individual or company’s needs.

dda proposed and created a membership club for existing travel insurance customers to assist customer retention as well as acquisition. The membership card served a two-fold purpose - a global calling card providing emergency access to help whilst abroad as well as entitling members to a whole host of added-value benefits and travel related discounts from third parties. Benefits plus travel information and holiday offers were communicated in a quarterly newsletter. dda used their travel & leisure client base and contacts to create joint venture and cross selling opportunities of benefit to BUPA TravelCover members.

RESULTS

Respondees were fulfilled with a specially designed brochure and membership form for the Traveller’s Club. As a result,  customer renewals on travel insurance increased to an unprecedented 36% of all sales, with 20% of customers upgrading to an annual policy.