Kuoni has launched its biggest ever sales campaign with a focus on luxury holidays at cheaper prices.

The tour operator is aiming to appeal to a broader audience with the campaign which centres on escaping the winter gloom at a price that will not cost the earth. It claims many consumers have less to spend and are seeking better value luxury holidays.

The ‘We know what you’re thinking’ campaign offers savings of up to 40%. It is being advertised in Kuoni’s retail stores, online, in the press, on the radio and on outdoor posters with messages including: Re-charge your batteries without being charged the earth, and Mind, body and soul breaks that are good for your wallet, purse and credit card.

Staff at Kuoni’s retail stores are wearing specially designed shirts to promote the campaign, while plasma screens are showing luxury short films of holidays on offer.

Kuoni has also included QR codes in its press advertising to reflect the increasing use of mobile phones to research holidays. iPhone users will be able to scan the code to download the operator’s new iPhone app and look at the sale offers.