Get Carried Away with Kuoni
- New campaign to stimulate 2021 bookings launches on 4 January
- Teaser campaign goes live pre-Christmas – “holidays are coming”
- Kuoni invests across all media channels to boost confidence in booking ahead
- Kuoni plays up trusted brand position for turn of year
'Get carried away' is the message behind Kuoni’s new Turn of Year marketing campaign.
After almost a year without overseas travel for many people, the campaign is designed to build confidence and get people excited about planning a holiday again to stimulate sales for the duration of 2021.
CEO Derek Jones said the campaign is a switch of gear for Kuoni, responding to the current climate with a clear, upbeat message that after the year we’ve had, it’s now time to dust down your passport, get the suitcases down from the loft and get carried away with a holiday to look forward to.
Kuoni has invested significantly in the campaign with a 40 second “get carried away” brand film at the centre designed for video on demand. It will launch on 4 January and run across Netflix, Sky, ITV, Channel 4 and Amazon Video.
Digital investment has been dialled up across all social media channels plus online search, emails and website offers linked to the campaign.
In addition Kuoni is also running adverts in the news sections of national press including the Times, Sunday Times, Telegraph, Sunday Telegraph and Mail on Sunday. Door drops and direct mail are also incorporated to maximise use of Kuoni’s own customer base.
Kuoni is also playing on its status as a Which? Recommended Provider to build customer trust and confidence alongside a refreshed and extended flexibility message.
Dean Harvey, Kuoni marketing director, said: “There has been a massive increase in people viewing video on demand throughout 2020 on channels like Netflix, Amazon and catch-up on ITV and Sky and that’s set to continue into January, so we’re investing in a much bigger style than we ever have done before in those channels.”
“The whole campaign has a consistent message, look and feel with the Get Carried Away creative theme throughout. It’s new, fresh and reflective of the times. It is also flexible, so we can dial it up or down, depending on demand and the travel landscape as we head into January.”
“There are still so many restrictions on travel, we know that flexibility and trust is going to be important to people so we’ve extended our market-leading Flex + offer into the New Year and we’re playing up our Recommended Provider status from Which?”
“We’re putting significant investment behind this at a time when we believe people will be desperate to look ahead and have something to look forward to.”
New offers back up the campaign with exclusively negotiated prices across all destinations which will feature on a new page on the website.