Kuoni is launching one of its biggest campaigns ahead of the January peak season, spanning digital, TV, press and targeted mail shots.
Central to the operator’s latest Travel out of the Ordinary campaign is a TV advert, scheduled for a prime-slot TV launch on Christmas Day (see below for a sneak preview).
It has been directed by photographer and director Luke Losey, who has created campaigns for Ralph Lauren, Mulberry and Nokia as well as films, music videos and live shows for bands ranging from The Libertines to The Verve.
The ad features a swimmer starting her journey from an island in the Maldives, taking her out of the water through beautiful and magical landscapes from the plains of Africa to an Italian piazza.
Exact scheduling is yet to be finalised for the Christmas Day TV showcase, according to marketing director Dean Harvey, who said: "We’re still negotiating slots at the moment."
Harvey added: "The creative technique is something quite different in advertising and will allow the viewer’s imagination to lead them through a wondrous world of travel experiences.
"Apart from the swimmer, everything else is still photography that’s been given the illusion of movement.
"We’ve created something quite unusual and surreal, inspired by a magical world of make believe blended with beautiful backdrops from a whole range of destinations."
As well as appearing on television, the campaign will also run across digital, video on demand, print, social media and in all Kuoni’s 46 stores and John Lewis concessions throughout the UK.
Kuoni appointed Brighton-based agency Designate, which has worked with the operator for over four years, to develop the campaign.
Kuoni MD Derek Jones added: "January remains the most important sales period of the year for travel and we want to heighten awareness of our brand and clearly showcase our range of holidays around the world, including cultural tours, cruises, safaris and European collection, so people associate us with quality and range."
By Anne Kao
