GPI HOLDING

In order to achieve this objective, GPI Holding launched an anti-Russian occupation campaign with its partner organizations – Leavingstone and Jiovanni Morra – which are both linked to its business activities. The campaign was planned for August 8, 2018. When purchasing travel insurance on the GPI Holding website, users were given the opportunity to checkmark the following phrase: "I certify that 20% of my country is occupied by Russia and I'm ready to let the world know about this."

After the checkmark, customers received a gift in the form of a “Russian occupation” passport cover (a total of 100 passport covers were issued). Information about the campaign circulated quickly through social networks and created a great response. GPI Holding made the decision to extend the campaign by an extra month and replaced the passport cover gift with bags also depicting the anti-Russian occupation theme. About 500 people took part in the campaign. At the same time, the message on Russian occupation was delivered to a great deal of citizens from various countries through the branded items. It should be noted that only two people refused to participate in the campaign. In addition, the campaign increased employee loyalty while travel insurance sales increased by 50%.