The major area of consideration for Kuoni’s communications for the 2014 campaign was affordability.
Perception: 43% of people thought Kuoni were more expensive than their competitors.
Reality: With first-rate service, exceptional customer journey, the extremely knowledgeable staff and aftercare service – you are getting an amazing service and product at a surprisingly affordable price.
We needed to communicate this to consumers, which in turn would increase quotes, bookings and revenue.
The idea was to run a multi-channel campaign message throughout the year, whilst still highlighting the Kuoni Sale.
So we created a new campaign line to sit within the overall brand proposition. Following thorough research and creative concepting, we delivered the campaign idea, ‘Out of this world. Within your reach’.
Our campaign was aspirational, yet underscored the value messaging.