Kuoni shifts marketing strategy to position itself as a premium holiday brand
Kuoni has released a new ad campaign to reflect a change in marketing strategy, which will see the travel company look to “clearly position” itself as a premium brand in the market.
With a new focus on personalisation, a TV ad, set to air on Christmas Eve during Skyfall, sits at the heart of the Find your Amazing campaign, and features synchronised swimmer Lenka Tanner appearing to run on water, with the strapline ‘No two holidays are the same – Kuoni, find your amazing’.
UK managing director Derek Jones said the campaign marks a “real evolution" of the Kuoni brand. “It looks very different from anything we’ve done before,” he commented. “It’s designed to look and feel quality and clearly position us as a premium brand. Our whole strategy is very much about personalisation, having the right conversation with customers and spending time to get to know them to create their idea of an amazing holiday.”
The campaign, created by Grey London, will also run across digital, video on demand, print, social media and in all Kuoni’s stores throughout the UK.
Kuoni is also investing in its digital presence, having redesigned its website to act responsively across mobile, tablet and laptop.
As well as a new online design which mirrors the campaign, there are new call to action buttons on the website with call us, meet us, ask us steering people to take their search a step further either by webchat, call or visiting a store.