From African safaris to idyllic beach retreats, Kuoni puts its range of worldwide holidays at the heart of new marketing campaign
January sale will be centre stage in latest television advert
The full range of worldwide travel experiences is at the centre of Kuoni’s new marketing drive for the peak turn of year booking period, which sees an updated and extended version of the company’s travel worth talking about campaign.
It’s the second outing for Kuoni’s television advert which blends beautiful travel footage from destinations around the world, set to a soundtrack of Happy Talk by jazz legend Ella Fitzgerald.
The footage has been updated, with a new voiceover and clear sale message, and will launch on New Year’s Day on a prime time viewing spot.
There will be a clear and consistent sale message throughout the campaign, something that has been significantly stepped up from previous years.
To emphasise range, there are two versions of the advert, one focusing on idyllic beach retreats and the other showcasing tailor-made adventures, with shots of safari, tea plantations and river markets.
Dean Harvey, marketing director, said: “The Travel Worth Talking About campaign was one of the most successful we’ve run in recent years, with all our research and brand tracking showing that customers saw it and remembered the brand. Consistency is vital to grow brand awareness which is why we are staying with the same creative.
“We had a fantastic response to the campaign last year from travel agents and consumers, so we felt we wanted to amplify the campaign this year and upweight visibility across all our media channels including television, print, online, direct mail and outdoor.”
“We’re going into January with a really confident outlook. The great news is that we are back with high impact on television throughout January until the end of the campaign on 9th February. Two years ago we tested a different approach without the small screen element, but our experience shows that television is important to the campaign so we’re taking a bold approach to maximise visibility and drive response.”
Highlights of the campaign include:
Smart mailing of sale booklet: The sale is centre stage in all communications and the flagship piece is a 32-page booklet, packed with offers which have been negotiated with many of Kuoni’s best suppliers. With 1.2 million copies of the booklet being printed, it will be distributed with The Sunday Times on 29 December; as direct mail to customers from 27 December and directly to 200 trade partners and an over-branded version for Hays Travel.
Increased outdoor visibility: after a successful trial with out of home advertising last year, Kuoni has doubled activity in this area with 20 regions selected for the outdoor activity, which will primarily be advertising sites in key locations throughout selected towns and shopping centres. Dean Harvey said: “We’re supporting these stores with some door drop activity introducing the Kuoni brand to prospective customers.”
John Lewis windows: A new initiative for the 2020 campaign will be an appearance in 14 John Lewis & Partners shop windows from mid-January. There will also be a double points promotion with John Lewis & Partners, communicated to 155,000 cardholders and through advertising in-store and in the Waitrose magazine.
The best of the magazines: From the Travel Edit, which goes out with magazines including Good Housekeeping and Red to Conde Nast Traveller and You & Your Wedding, Kuoni has cherry picked the most influential travel media. Other media choices include Harpers Bazaar; Sunday Times Travel Magazine; Daily Telegraph Ultra Travel Magazine
In addition Kuoni is investing in digital activity, classified advertising and some creative online content.
Dean Harvey added: “From the word go we’ll have a sale message throughout, so customers are in no doubt that this is the best time to book. We’ve been very clear that travel agents are a vital part of the booking process – we’ve got shots of people in a shop planning a trip and we absolutely believe that conversations and talking about a holiday with an expert results in the best holiday experience.”