Kuoni extends Travel Worth Talking About campaign
Kuoni has updated and extended its ‘Travel Worth Talking About’ campaign for its turn-of-the-year advertising, which will start on New Year’s Day.
The operator will return to TV with updated footage, including a new voiceover, to be aired during a prime time slot.
Marketing director Dean Harvey said: "The Travel Worth Talking About campaign was one of the most successful we’ve run in recent years, with all our research and brand tracking showing that customers saw it and remembered the brand. Consistency is vital to grow brand awareness which is why we are staying with the same creative.
"We had a fantastic response to the campaign last year from travel agents and consumers, so we felt we wanted to amplify the campaign this year and upweight visibility across all our media channels including television, print, online, direct mail and outdoor.
"We’re going into January with a really confident outlook. The great news is that we are back with high impact on television throughout January until the end of the campaign on February 9. Two years ago we tested a different approach without the small screen element, but our experience shows that television is important to the campaign so we’re taking a bold approach to maximise visibility and drive response."
There are two versions of the advert, one focusing on beach retreats and the other showcasing tailor-made adventures, with shots of safaris, tea plantations and river markets.
In addition, 1.2 million copies of a sale booklet will be distributed with The Sunday Times on December 29, as direct mail to customers from December 27, and directly to 200 trade partners.
Kuoni has also produced an over-branded version for Hays Travel.
After testing out-of-home advertising last year, Kuoni has doubled activity in this area with 20 regions selected for the outdoor activity, which will primarily be advertising sites in key locations throughout selected towns and shopping centres.
Harvey added: "We’re supporting these stores with some door drop activity introducing the Kuoni brand to prospective customers."
A new initiative for the 2020 campaign will be an appearance in 14 John Lewis & Partners shop windows from mid-January. There will also be a double points promotion with John Lewis & Partners, communicated to 155,000 cardholders and through advertising in-store and in the Waitrose magazine.
In addition, Kuoni is investing in digital activity, classified advertising and some creative online content.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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