A travel insurer has launched a new campaign that focuses not on the perils of travel but on what exciting adventures await travellers on their journey.

Southern Cross Travel Insurance's “Free Your Adventure” campaign, created by NZ-based creative agency True and media agency Blue 449, encourages travellers to think about what adventures they would like to take in a 30-second television ad.

“We want to move away from focusing on peril because travel enriches everyone, and we all have a different sense of what makes a holiday great,” said Jo McCauley, chief customer officer at Southern Cross Travel Insurance, in a Mumbrella report. “We want our customers to have a great time, and Free Your Adventure is a distinctive way of communicating why we do what we do.”

The ad will run across TV in both Australia and New Zealand.