Travel Worth Talking About is the theme of Kuoni?s new multi-million-pound marketing campaign, which is set to launch on Boxing Day.
The campaign's main attraction is a television advert that showcases beautiful travel footage from destinations around the world, set to a soundtrack of Happy Talk by jazz legend Ella Fitzgerald.
The tour operator has also put one of its High Street shops in the television advert for the first time. The Kuoni Guildford store was used to capture the booking experience and the value of talking to travel experts to plan the perfect trip.
Dean Harvey, marketing director of the company, said: ?Conversations with our travel experts are at the heart of our business and we wanted to find a way to bring this centre stage to differentiate the Kuoni brand. The Happy Talk soundtrack sums everything we?re about. We?ve got 48 Kuoni stores, 11 partner stores and relationships with many brilliant travel agents throughout the UK and we wanted to showcase the value of talking to an expert to plan the perfect trip.
?All our research shows that people value talking to someone who has travel expertise, particularly for complex itineraries around the world and special occasion holidays and the fact that we have more than 300 travel experts is something that sets us apart.?
The company is using smart targeting to create bespoke and personalised communications to ensure the right message gets to the right customer.
Highlights of the campaign include a television advert which will appear from Boxing Day to February 11 across ITV, Channel 4 and Sky as well as video on demand such as ITVHub and SkyGo. The footage was shot in Sri Lanka, the Maldives, Thailand and Kenya. Outdoor posters will be set up in 10 key regions throughout the UK.
Also, John Lewis is sending out a mailing to its partnership cardholders alongside a double points promotion. This is a complete endorsement of the Kuoni travel partnership and comes with customer e-mails and text promotions as well.
Further, packed with offers, a 32-page booklet will go out with leading newspapers in January. It will also go through the letterboxes of 500,000 targeted homes throughout the UK. More than 2.2 million copies of the sale booklet will be printed and distributed in total.
