AXA and HK Express team up to enhance travel insurance experience

AXA Hong Kong and Macau and HK Express have partnered up to enhance customers' travel insurance experience while providing tailored protection for the mass travellers, enabling them to travel on their own terms. 

This exclusive partnership agreement covers all the markets served by HK Express and the popular travel destinations for Hongkongers, including the Mainland China, Japan, Korea, Taiwan, Thailand, Vietnam, and the Philippines, catering to their travel needs. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from AXA HK said this is a long-term partnership where it aims to extend its comprehensive travel protection to leisure travel channel, enabling travel lovers in Hong Kong a fast, simple and convenient travel experience with an extra peace of mind.

"This exclusive partnership covers all the markets served by HK Express and the popular travel destinations for Hongkongers. As HK Express is set to continue its rapid expansion by increasing its fleet and route network, AXA is poised to further broaden its customer base across various segments. This strategic alignment allows both our organisations to grow together, leveraging each other's strengths in a mutually beneficial relationship," said the spokesperson.

From now on, HK Express customers booking flights on the official website can enjoy the unique experience of “one-click” travel insurance.  

With just a single click, travellers can complete the application process, making travel preparations easier and giving them peace of mind during their trip. 

To celebrate the official launch of the partnership, HK Express has unveiled its first A321neo aircraft that displays AXA’s logo. This demonstrates collaborative innovation and commitment to providing travellers with a more seamless experience and comprehensive protection coverage. 

The exclusive partnership also marks a breakthrough in Hong Kong’s marketing landscape, making AXA the first brand to be featured on the exterior and interior of a Hong Kong aircraft livery.  

The design showcases Hong Kong’s signature skyline formed by countless Chinese characters carrying AXA’s two-syllable name “Peace of mind” and “Prosperity” and its logo in the background.  

Inside the aircraft, AXA’s comprehensive protection solutions are displayed, reflecting the commitment of both AXA and HK Express, rooted in Hong Kong, to providing travellers with enhanced protection and experience. 

The spokesperson said AXA went the extra mile for this partnership, securing unparalleled brand exposure by making AXA the first brand with its logo featured on both the exterior and interior of an HK aircraft .

"The aircraft design showcases our brand story and our strong foundation within the local community, with HK’s signature skyline created from numerous Chinese characters forming AXA’s two-syllable name (「安」and「盛」). This is a testament to creating relevance and bonding with our customers through branding."

From an advertising perspective, it’s a groundbreaking format of brand exposure and it’s first-ever in the market. Additionally, this innovative campaign is designed to inspire marketers to continue thinking out of box and push boundaries to surprise and engage audiences.

"By introducing a new level of advertising innovation, it’ll be a showcase of marketing creativity, ultimately advancing the field of marketing in Hong Kong. This underscores AXA’s forward-looking mindset and dedication to industry leadership," said the spokesperson. 

Angela Wong, chief marketing and customer officer, AXA Hong Kong, said: “This partnership goes beyond a typical marketing campaign; it deeply connects with our core business and resonates with AXA's commitment to customer centricity. We recognise enhancing brand engagement with customers requires relevance at the right touch points and integration into daily life. We are very excited about the partnership with HK Express and are grateful for their collaborative innovation along this wonderful journey."

Kenneth Lai, chief general insurance officer at AXA Hong Kong and Macau, said: “AXA has been actively expanding its insurance ecosystem and is committed to being a true partner for our customers. We collaborate with leading partners from different industries and strive to offer more personalised and tailored coverage.”  

“We understand that the demand for travel insurance has become more diverse. Thus, we hope to bring a seamless travel experience to our customers. As AXA’s inaugural Hong Kong-based airline partner, the partnership allows HK Express customers to effortlessly book flights and buy travel insurance through its all-in-one platform,” he added. 

Looking ahead, AXA will continue working with HK Express to explore products with comprehensive coverage and bring innovative solutions to the market, he said. 

Jeanette Mao, CEO, HK Express said: “HK Express is a young and vibrant brand that prides itself on daring to be different. We enable our travellers to customise their journeys according to their needs. Recognising that every journey is unique, we are dedicated to offering a wide array of value-added services and products, from in-flight dining and seat selection, to checked baggage and travel insurance. We provide flexible options that allow customers to choose combinations that suit their needs, all at value fares that make it easy to ‘Gotta Go‘ with HK Express.“ 

As travel insurance is a crucial component of the travel experience, she said HK Express is thrilled to partner with AXA, a leader in the insurance market, to offer comprehensive travel insurance solutions.  

“For the first time, HK Express is displaying our partner’s brand on our aircraft livery, signifying our long-term strategic partnership with AXA. We are continuously exploring new ways to enhance our services and are committed to delivering a safe and enjoyable flying experience, inviting our customers to discover unique destinations across Asia with us,” she added. 

Adelane Mecellem, regional CEO at AXA Partners, said: “We are thrilled to announce our exclusive partnership with AXA HK and HK Express. This partnership perfectly aligns with AXA Partners’ strategic vision to push boundaries, drive innovation, and enhance our solutions by providing travellers with a seamless experience and genuine peace of mind before and during their flights.” 

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