Kuoni's 'new culture of travelling'
September 19, 2008
Had an interesting time yesterday evening. I attended the Kuoni global brand launch at a tented version of the 1851 Crystal Palace, situated next to the Serpetine Gallery in London's Kensington Gardens.
The evening was the most un-travel like travel event I have attended.
The reason: Kuoni is trying something far more esoteric than just a rebrand (although it does have a new logo and product). In its own words, it is 'introducing the the new culture of travelling . . . Kuoni believes that with a deeper understanding of contemporary culture, a travel organisation at the premium level can truly understand what the most discerning travellers are looking for.'
So last night we had artists and fashion designers telling the audience about their 'manifestos' - this was a kind of precursor to a larger Serpentine Gallery project called the Manifesto Marathon, which takes place at the Frieze Art fair in October. Kuoni is a sponsor.
Luckily I was sat next to Matt Rooke at Kuoni so I was able to ask him to explain what was going on.
He told me the company is trying to establish itself at the top end of travel where the customers have different needs and expectations of travel.
Kuoni set up a 'Getaway Council' - a panel of, and I quote, 'innovative thinkers and prolific experts from different fields and industries' - as a part of this rebrand.
The focus for Kuoni is the value of travel experiences, authenticity and quality.
But what will this mean in terms of marketing etc? Well, Kuoni's brand guru Remo Masal worked on the modern day Mini so I am sure we will see some pretty intersting marketing techniques being deployed.
The brochures will start to look like Wallpaper magazine and Kuoni will become associated with art events, artists etc. It is also developing new high street shops - it opened one in Manchester on Wednesday.
This is a tour operator though. And in January Peter Rothwell takes over as global CEO - he of the traditional (Thomson) travel trade.
Hmm, how will that work? Lots to think about here - is Kuoni pushing the boat out too far? or is this the way tour operators will be going? The proof will be in the sales, so let's see how this all unfolds.
Martin Couzins, managing editor
Nathan Midgley
