To convey this message in an engaging way, Kuoni, in association with Brighton based advertising agency Designate, has designed a multi-media campaign that resonates with customer sentiment and needs as they think about planning their time away from it all. As such, the campaign will include outdoor media in key locations including London, Bristol, Liverpool andSheffield and Manchester, escalator panels in the Bank, Knightsbridge and High Street Kensington tube stations, and radio advertising for 14 Kuoni stores and two Kuoni partner stores, as well as brand advertisements in a range of glossy travel and lifestyle magazines throughout 2012.
Naomi Wilkinson, Kuoni’s head of marketing said: “This campaign brings the essence of Kuoni alive – that we listen to our customers’ needs and are specialists in creating unique travel memories that endure – as our Personal Travel Experts can craft the perfect holiday for you. The themes of the campaign are based around customer requests and real customer behaviour.”
Alongside the brand campaign runs a multi-million pound tactically-led brand campaign including synergy of creative across all media channels, supported by stunning imagery to mirror customers’ needs. These needs were highlighted in an extensive customer centric research carried out by the company earlier this year. All the activity is designed to showcase Kuoni’s hand-made approach to personalised holidays and service which all serve to underpin Kuoni’s values of authenticity, reliability and passion.
Jason Triandafyllou, Designate’s MD said: “We were excited when we won the pitch, and we are thrilled to see the work come to fruition and go live. Kuoni are a great, truly prestigious brand and they gave us an exciting advertising brief to work to. We think that with our ‘Requested by you… Crafted by Kuoni’ concept we’ve come up with a strong memorable idea that will stretch across all media and deliver on a truly integrated level.”
