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Kuoni reveals details of Christmas Day TV campaign
Kuoni has used one of its high street stores in a TV advert for the first time to try to show the role its agents play in planning trips.
The advert, part of a multi-million pound campaign which launches on Christmas Day during The Greatest Showman, one of the top TV slots, was partly filmed in the Kuoni Guilford store.
The advert, whose theme is Travel Worth Talking About, also blends travel footage from destinations around the world, set to a soundtrack of Happy Talk by jazz legend Ella Fitzgerald.
"Conversations with our travel experts are at the heart of our business and we wanted to find a way to bring this centre stage to differentiate the Kuoni brand. The Happy Talk soundtrack sums everything we’re about. We’ve got 48 Kuoni stores, 11 partner stores and relationships with many brilliant travel agents throughout the UK and we wanted to showcase the value of talking to an expert to plan the perfect trip," said marketing director Dean Harvey.
"All our research shows that people value talking to someone who has travel expertise, particularly for complex itineraries around the world and special occasion holidays and the fact that we have more than 300 travel experts is something that sets us apart."
The TV campaign will run until February 11 across ITV, Channel 4 and Sky as well as video on demand, such as ITVHub and SkyGo. All the footage shown in the television advert was filmed exclusively for Kuoni in Sri Lanka, the Maldives, Thailand and Kenya.
Kuoni will also have an outdoor poster campaign for the first time, situating them in sites in 10 key regions throughout the UK.
Also new for this year is a John Lewis mail campaign, targeting 250,000 of its partnership card holders alongside a double points promotion.
Also, a 32-page booklet will go out with the Telegraph early in January and The Sunday Times at the end of that month. It will also be sent to 500,000 targeted homes throughout the UK.
"We’ve segmented our database and been smart with our data so we get the right message to the right person. There are three versions, one for beach, one for touring and cruise and one for discover product, so it’s all about promoting range," added Harvey.
In addition, Kuoni is investing in digital activity, classified advertising and some creative online content.
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Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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