Being known for premium holiday packages and being associated with far-flung and exotic destinations was not enough. Perceptions of being expensive, rather than added value, was also limiting Kuoni’s market opportunity.
In a highly competitive and often undifferentiated market, Kuoni needed a game changer.
They needed to communicate that they take holidays very seriously, and that the personal, special touch really does come as standard with them.
We wanted to harness a brand truth and create real differentiation through all of Kuoni’s marketing communications.
At the heart of the Kuoni operation we identified that they really listened to customers, providing expert advice, be it on the telephone, online or in person in their growing estate of high street shops.
Our campaign was the opportunity to spark these same real, personalised conversations with a wider audience.
From that we created a distinctive, ownable campaign strapline to reflect the individual quality of the attentive service:
Crafted by Kuoni