A magical launch for a revolutionary insurance brand

In focus groups with business flyers, travel insurance veterans and rookies, we learned that modern travelers love being there, but they hate the hassle of getting there. To them, hassle-free travel insurance that lives on their phones, tracks flights, fixes problems automatically and pays out without paperwork sounded too good to be true. Their skepticism inspired Berkshire Hathaway Travel Protection’s airy look and brand messaging: It’s travel insurance. But it feels like magic.

Our insurance marketing strategy launched with a wave of pre-roll and display ads designed to guide customers down the purchase path from education to consideration. Videos demoed AirCare’s proactive technology and gave skeptics a glimpse of BHTP’s real-time backbone. Meanwhile, at BHTP.com and on the Berkshire Hathaway Travel Protection app, KW2’s UX designers and content strategists smoothed out complicated insurance web design interactions like getting a quote, making a claim and managing a policy. They also integrated product videos, customer stories, coverage overviews and interactive features for a frictionless brand experience.

KW2 helped BHTP launch the first-ever consumer product to carry the Berkshire Hathaway name and build an international brand worthy of their game-changing tech. From product naming and asset development to establishing a lasting brand promise, our insurance marketing strategy set the stage for a successful product launch (see Time, Travel & Leisure, and USA Today) and promising sales for Berkshire Hathaway’s first-ever consumer brand, right from the start.