Kuoni invests in on-demand channels for its turn-of-year campaign
Kuoni has revealed a sneak preview of its turn-of-year campaign, which encourages people to ‘get carried away’ after almost a year without overseas travel for many.
CEO Derek Jones said the campaign is a switch of gear for Kuoni, responding to the current climate with 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.
A 40-second film will launch on 4 January and run across Netflix, Sky, ITV, Channel 4 and Amazon Video.
Kuoni has also increased its investment in digital advertising, with social media channels, online search, emails and website offers linked to the campaign.
It is also running adverts in national press, while door drops and direct mail are also incorporated to maximise use of Kuoni’s own customer base.
The company said it is also playing on its status as a Which? Recommended Provider to build customer trust and confidence alongside a refreshed and extended flexibility message.
Marketing Director Dean Harvey said: "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. 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.
"There are still so many restrictions on travel, we know that flexibility and trust is going to be important to people so we’ve extended our market-leading Flex + offer into the New Year and we’re playing up our Recommended Provider status from Which?"
"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."
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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