Kuoni is putting a greater emphasis on driving footfall to its branded and partner stores as part of its turn-of-year marketing campaign.
Rather than investing in a brand new TV advert, the luxury tour operator has updated its ‘Running on Water’ creative with a new voiceover from presenter and author Simon Reeve and the addition of ‘stores nationwide’ and ‘selected John Lewis stores’ at the end of the clip.
Another aspect of the ‘six figure’ campaign, which will launch during prime time TV on Boxing Day, is the introduction of an online hub called My Amazing, which third party agents are encouraged to direct customers towards to share their travel stories.
This will be supported with a #MyAmazing hashtag on social media.
Agents will be sent booklets in the coming days featuring around 60 offers valid until the end of the campaign, on February 15. The sale begins on Christmas Eve.
The booklets will also be distributed through direct mail and as newspaper inserts in the Mail on Sunday, and the campaign messages will be consistent across Kuoni and some third party store windows.
Head of marketing and digital at Kuoni, Steve Seddon, said more media spend has been applied to this campaign than ever before.
“We are trying to encourage people through all of our communications to have a greater awareness of our channels, including our partner stores,” he said.
“We see them very much as an extension of our business.”
Kuoni’s website will be at the heart of the campaign, and three new films on Thailand, Mauritius and Kenya will go live on the brand’s Youtube channel in January.
There will be more targeted online advertising and advertising on the new Kindle Fire.
Every store will also feature a map for customers to pin their trips, for a chance to win one.
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