Time to Talk About Kuoni
Luxury travel company Kuoni have a really distinct and unique proposition. In an era of travel agents closing their shops and moving into more and more online areas, they zigged when everyone else zagged. They actually increased their high street presence, opening not just more of their own shops but also having a presence in John Lewis stores too.
They realised that people could make the difference. That for discerning customers, the personal touch delivered by travel experts could really help sales. CEO Derek Jones believes that you won’t know the holiday until you know the person, so customers are encouraged to talk to Kuoni about what they want to really get from their holiday, not necessarily where they want to go. And everyone likes to talk about their holiday, right?
So when it came to creating a Turn of Year campaign for them, we had a great starting point and a real target to aim for. To get people to come instore for a chat. We wanted to really highlight the difference that coming instore could make to your holiday. And we had to do it efficiently and quickly too.
We came up with a big idea to get the message across. Travel Worth Talking About. A simple encapsulation of the Kuoni difference that extolled not only the end benefit of a conversation with one of their personal travel experts, but also alluded to the high end value of their product. Simply put, you’ll have a better holiday if you talk to us first.
This was a fully integrated campaign, but we knew we had to make a splash with the TV in the crucial Turn of Year period. So to get to that standout, we soundtracked some amazing destination footage and specially shot instore shots with a killer track. Ella Fitzgerald’s version of ‘Happy Talk’ from the musical South Pacific bought a bright summery feel and some retro styling and sophistication as well as being memorable earworm material.
It’s a campaign that delivered for Kuoni and it’s just been awarded Integrated Campaign of the Year at the 2020 Travel Marketing Awards. A nice gong to go along with our 2019 Best Radio Campaign of the Year and 2017 Travel Brand of the Year at the same awards
Now that’s something worth talking about.