Kuoni to launch ‘first’ interactive print campaign
Kuoni is claiming an industry first with a new, interactive print advertising campaign.
Using image recognition technology, newspaper adverts will prompt readers to download the Aurasma app to their smartphones which will allow them to view a video of their destination.
Kuoni’s head of marketing Naomi Wilkinson said: “With a significant proportion of our online traffic coming from smartphones and tablets, augmented reality felt like the next logical step in creating a seamless multi-channel experience for the Kuoni customer. Customers have shown us that they interact with Kuoni in multiple ways, across all channels and augmented reality helps to facilitate this journey in a fun and engaging way."
Kuoni has been working with media agency MEC, which devised the campaign, for three years to better integrate online and offline communication channels. MEC performance planning manager Nick Walter said: "This development in technology has allowed us to bring the Kuoni proposition to life in a passive and traditionally broadcast media channel and enable consumers to engage and interact with the brand immediately and straight from the page."
By Linsey McNeill
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
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Singapore to forbid entry to undesirable travelers with new no-boarding directive
Euromonitor International unveils world’s top 100 city destinations for 2025