Southern Cross Healthcare is launching its first campaign under its new name, launching the organisation’s rebrand from Southern Cross Hospitals. It is again working with marketing agency Havas NZ to assist in this endeavour.
The rebrand comes as the company’s services have expanded beyond its hospital network, reaching a wider than ever range of New Zealanders throughout the firm’s over 40-year history.
The campaign seeks to raise the profile of Southern Cross Healthcare and build awareness of the broader range of services it now provides. These new services include community-based physiotherapy and rehabilitation, as well as workplace mental health and wellness solutions.
Terry Moore, CEO of Southern Cross Healthcare, said that Havas NZ has been a valued agency partner for many years.
“As a not-for-profit organisation, we’re proud to put New Zealanders first,” Moore said. “Changing our name to Southern Cross Healthcare is reinforcement of our new direction, and supports our commitment to doing everything we can to support the health of New Zealanders around the country. We’re pleased that the Havas team have been with us on this journey, helping us deliver a campaign that will let us reach more people, in more ways, from more walks of life.”
Meanwhile, Havas’ chief creative officer Ben Handy pointed out the timeliness of the campaign, when public awareness of healthcare is at an all-time high.
“We wanted the launch campaign to seamlessly demonstrate Southern Cross Healthcare’s breadth of health services, while also capturing the organisation’s deep sense of purpose to deliver quality care to more New Zealanders,” he said.
“We also cast real people that work for Southern Cross Healthcare and its joint venture partners, instead of actors, to authentically represent the trusted expertise that Southern Cross Healthcare is known for.”