Kuoni has unveiled the full-length version of its turn-of-year advert, which will be seen on Netflix, Sky, ITV, Channel 4 and Amazon Video from January 4.
The advert forms part of a ‘Get Carried Away’ campaign which also includes investment in social media advertising, online search, emails and website offers, in addition to print adverts in The Times, Sunday Times, Telegraph, Sunday Telegraph and Mail on Sunday.
A teaser video was revealed on Monday as a taster for the campaign, which will start being shared through Kuoni’s own channels from Boxing Day and promotes the operator’s Flex + guaranteee.
Derek Jones, chief executive, said the campaign was a “switch of gear”, as it has “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”.
Marketing director Dean Harvey added: “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.”
He said: “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.
“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.”