Kuoni is to use cinema advertising for the first time as it seeks to inject confidence into booking holidays for 2022.
The ‘Travel On, Trust Kuoni’ campaign will also run on video on demand channels, radio, national consumer media from Christmas Eve.
The push is designed to assert Kuoni’s position as one of the most trusted brands in travel with exceptional flexibility after two years of Covid travel disruption.
A new brand film, designed to capture the joy of travel, will target seven million people over its two-month run.
The film will be run on targeted video on demand services, such as Sky Adsmart, starting after Christmas and running until the end of February.
It will be supported on social media, YouTube and across the Times website and Times Travel.
Online search, targeted emails and social media are also part of the mix.
Other activity includes advertising on outdoor poster sites in locations where Kuoni has stores as well as London Underground, direct mailings and updated store window graphics.
Marketing director Dean Harvey said: “Our experience over the past few months shows there are a lot of people desperate to book overseas trips and want something to look forward to, but need the reassurance of a trusted brand.
“Whilst Covid restrictions are being tightened and testing requirements are necessary, we know holidays will be high on the wish list for the new year and we want to be front of mind so we can help plan those special trips.
“We’ve updated our market-leading Flex policy and had our Which? Recommended Provider license extended, so we’ve made that a central part of the whole campaign – customers will want to know they’re booking with a company which will support them if anything needs to change.”
Demand for travel spiked with bookings soaring as soon as the government’s travel traffic light system was removed in October.
The best-selling destinations for 2022 so far are the Maldives, Mauritius, the Caribbean – St Lucia and Antigua – and Kenya.
Greece, Italy, Portugal and Spain are the top sort-haul summer choices respectively.
Harvey added: “Not surprisingly the latest news has slowed things down but there is more resilience now amongst customers who are taking testing in their stride.
“January is still they key time for booking a holiday. We’re undoubtedly navigating some bumpy waters, but we want to be out there with an inspiring and confident message.”
