‘When ‘It’ Happens’ campaign for PassportCard


With the countdown to the summer holidays on, we launched an integrated brand campaign for PassportCard, our first work for the new travel insurance disruptor.

The campaign ‘When ‘It’ Happens’ leans into the reality that no matter how prepared you are when you travel, unexpected things can happen that leave you feeling unprepared.



Our Strategy Director, Laura Agricola said, “Our approach for this campaign was to shout loud and clear that while travel mishaps can be an inevitable part of travel, they don’t need to mark the end of the good times.

“‘When ‘It’ Happens’ shows how PassportCard customers can navigate those unexpected curveballs with confidence and turn unforeseen challenges into unforgettable stories.

“We’re introducing a new type of travel insurance to the Australian market with a very different value proposition,” Agricola added. “PassportCard understands they are the only company in the world to offer instant payouts for the three most common claims and 24-hour support. So, our strategy was to tell this story clearly and reframe travel insurance from a grudge purchase to adventure assurance for the millions of Aussies who’ll be travelling domestically and internationally this summer.”



Two in three Australians (62%) have (or know someone who has) experienced an issue when travelling, with only 15% saying they anticipated the problem according to new research commissioned by PassportCard.

“From delayed luggage to unexpected monkey bites and street food surprises, many ‘adventures’ cannot be predicted,” said Brona Hyndman, Head of Marketing for PassportCard.  “Our brand campaign is about driving awareness for our unique offering and showing Aussie travellers we’ve got their back with instant payouts for the three most common claims including medical emergencies, delayed luggage, and stolen cash.



“We’re that extra layer of peace of mind when you take a trip,” added Hyndman. “As long as you’ve packed your PassportCard, you’re prepared for when ‘it’ happens” and can get back to your holiday, faster.”

Our Executive Creative Director, Blair Kimber added: “There’s nothing worse than being left high and dry when ‘it’ happens on holiday. The playful tone of this campaign gives us endless opportunities to play with all the unexpected moments that could, and often do, happen on holiday and show how PassportCard is there to give you instant support when you need it most.”

The brand campaign is being rolled out across OOH, radio, digital/social, and PR.