Kuoni’s turn-of-year campaign breaks today with new TV advertising in a bid to position the company as offering aspirational, personally-designed worldwide holidays at exceptional value.
The company’s latest customer proposition, ‘Out of this world. Within your reach’, is designed to broaden the appeal of the brand and reach out to new customers who have not considered Kuoni in the past.
The television campaign, filmed on location in the Seychelles, India and Africa, carries a clear sale message.
The TV advert was launched on Kuoni social media platforms and emailed to customers and travel agents on December 21.
The overall promotion will run online, on TV and in national print and consumer magazines until February 17, supported with point-of-sale throughout 22 Kuoni stores nationwide plus eight stores within John Lewis department stores.
The aim is to drive sales and incentivise customers to book during the travel industry’s peak selling period.
The campaign launches in the national press on December 28 with display adverts in newspaper and magazine supplements, including the Times, Telegraph, Guardian and Independent.
A 32-page offer booklet featuring savings of up to £1,400 per couple on worldwide holidays will be inserted into various newspapers in January.
Social media activity will use the hashtag #WithinYourReach that features in all the marketing channels used in the campaign. Online and direct marketing supporting the campaign also breaks on Boxing Day.
Kuoni shops aim to bring the campaign to life through window point-of-sale, special offer booklets, specially-printed bags and stickers on Kuoni brochures with Personal Travel Experts ‘must see’ insights. Kuoni concessions within John Lewis will also have point-of-sale in John Lewis windows from mid-January.
Kuoni managing director Derek Jones said: “We occupy a clear space in the long-haul travel market and people recognise us as a quality, high service travel company – but research shows that we are also very competitive on price.
“We’re in the business of selling dream destinations and this year we want to inspire people – and also surprise them.
“We want to show that many incredible longer-haul trips, from visiting tea plantations in Sri Lanka to relaxing in five star island-resort hotels in the Maldives, which are truly out of this world, are actually more affordable than people may think.”
Marketing director Naomi Wilkinson added: “The new campaign evolves our proposition to communicate our exceptional value whilst reinforcing the wow factor we’re famous for.
“The TV advert is designed to awaken and inspire the traveller inside us. It enlivens the senses with beautiful scenes of exotic destinations and the voiceover highlights the Out of this world. Within your reach message and The Kuoni Sale.”