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Kuoni

Get carried away…


A Case Study

THE BRIEF

Encourage people to book a Kuoni holiday in 2021 by getting excited about travel again.

Background

Despite being a difficult year for the travel industry, in 2020 Kuoni were awarded Recommended Provider status by Which? for their response to the challenges brought on by Covid-19. With customers reluctant to book holidays, we created a brand awareness campaign based around their Which? star-rating to highlight their values, and exceptional dedication to service. Later in the year Kuoni also introduced Flex+, a groundbreaking ‘late cancellation guarantee’ aimed at giving customers the confidence to plan and book their dream holiday without fear of penalty if their plans changed unexpectedly. We created a simple, positive campaign to celebrate Kuoni’s super-flexible and unparalleled offering.

 

Considerations

For the subsequent, all-important turn of year messaging, we were tasked with effectively wrapping these two messages (trust and flexibility) within an optimistic campaign helped along by the recent news of a Covid vaccine and festive goodwill. After a year of lockdowns and bad news, it was time to ‘Get carried away…’

Project Detail

Creative concepts
Copywriting
Art direction
Design

THE SOLUTION

Video and still photography

Starting out with the notion of getting ‘carried away’ an idea started to take shape around an army of fed-up people excitedly packing to go on holiday. After some initial moodboard exercises, the possibility of a ’hero’ suitcase emerged that would become the face of the campaign. We worked closely with Progress Films to develop a storyboard that would enable us to shoot still photography and enough video to cover both the turn of year content and a bonus pre-christmas video. All shot in one location, all in one day.

The ad was rolled out across SKY, ITV, Channel 4, 5 & Kuoni’s own channels.

Press, direct mail & digital

The brand part of the campaign featured in the front sections of various national press, while supporting offer-based Flex+ deals featured in the rear travel sections. It was also rolled out across search and social channels and as a direct mail piece where we had some fun with the happy/sad face created by moving our hero’s mouth up or down —gently acknowledging the tough year that was 2020.

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