Upmarket operator Kuoni will launch its turn-of-year marketing campaign on January 4 with a ‘get carried away’ slogan.
Derek Jones, chief executive, said the campaign is a “switch of gear”, as it has “a clear, upbeat message that after the year we’ve had, it’s now time to dust down your passport, get the suitcases down from the loft and get carried away with a holiday to look forward to”.
The operator said it has invested “significantly” in the campaign which has a 40-second “get carried away” advertisement which will be seen on Netflix, Sky, ITV, Channel 4 and Amazon Video.
There is further investment in advertising on social media, online search, emails and website offers linked to the campaign.
Kuoni is also running adverts in national newspapers including The Times, Sunday Times, Telegraph, Sunday Telegraph and Mail on Sunday, along with direct mail.
An 18-second pre-Christmas teaser video has been unveiled, showing someone fetching the Christmas decorations from a cupboard and spotting their suitcase, with the message: “Holidays are coming…”
Dean Harvey, Kuoni marketing director, said: “There has been a massive increase in people viewing video on demand throughout 2020 on channels like Netflix, Amazon and catch-up on ITV and Sky and that’s set to continue into January, so we’re investing in a much bigger style than we ever have done before in those channels.
“The whole campaign has a consistent message, look and feel with the Get Carried Away creative theme throughout.
“It’s new, fresh and reflective of the times. It is also flexible, so we can dial it up or down, depending on demand and the travel landscape as we head into January.”
He added: “There are still so many restrictions on travel, we know that flexibility and trust is going to be important to people so we’ve extended our market-leading Flex + offer into the New Year and we’re playing up our Recommended Provider status from Which?
“We’re putting significant investment behind this at a time when we believe people will be desperate to look ahead and have something to look forward to.”