APA Baggage Drama was a single-day promotional stunt at Nairobi’s Jomo Kenyatta International Airport with a view to expose travellers to the risks of taking a trip without insurance. Using the most relevant location, a few damaged bags and a simple tent card message, Baggage Drama managed to engage hundreds of potential travel insurance buyers. Furthermore, our story on Youtube allowed us to propagate the campaign on digital medium, leading thousands of potential customers to our website and subsequent product sales.

94% of Kenyan travellers consider travel insurance as a useless expense and never buy it. So, to illustrate the importance of travel insurance, we surprised hundreds of unsuspecting passengers at Nairobi’s Jomo Kenyatta International Airport by welcoming them with broken and damaged bags. Just when our decoy bags had created enough drama on the baggage belt, we released the actual passenger baggage along with our brand message on a placard – To Avoid Baggage Drama, Get APA Globetrotter Travel Insurance.

Not only did Baggage Drama stunt expose hundreds of travellers to the risks of traveling without insurance but it also created top of the mind awareness for Globetrotter Travel Insurance. #baggagedrama soon became the voice of thousands of disgruntled passengers across Kenya making it one of the most successful advertising Twitter handles in the country. In the first month of the campaign launch, APA Globetrotter website got more than 100, 000 clicks along with

11, 549 new policy sales. What’s more, with a small investment of USD83 on damaged bags, the campaign generated free PR worth USD71,391.