Kuoni to push 'the why over the where' in new turn-of-year campaign

It’s a new direction for Kuoni, which has recently revealed its contemporary new premium brand designed to capture the imagination for new clients of all ages, including families.
 
The “It’s not where, it’s why” campaign has been created in partnership with award-winning creative agency, Special London. It launches on 20 December and appears nationally across channels including TV, radio, digital and outdoor.
 
There are two TV and three radio executions. One of the TV ads features six-year-old Sophia who thought flamingos were magical creatures, like unicorns or dragons. And so when her parents take her to Lake Nakuru, Kenya to see them in real life, it’s a truly mind-blowing moment.
 
The campaign also uses localised messaging, with digital out of home sites customised to the area, for example using the line “Because you’ve experienced winter in Manchester” as the real reason to escape to a sunnier destination.
 
Kuoni’s own research shows that people are motivated to travel for lots of different reasons, to connect as a family, to mark a special occasion or to rediscover a part of themselves that has been a bit neglected and buried with the pressure of busy lifestyles.
 
“The destination isn’t always the first thing people have in mind when they start planning a holiday, it’s more about the experience they have and the sense of discovery that will light them up,” said Mark Duguid, managing director, Kuoni.

“This campaign really reflects one of our core values – experts in travellers - it’s our job to match the feeling that people want to get out of their holiday, with the right experience and that’s where our destination expertise comes into play.

"We have focused the campaign on those wow moments and the different reasons why people decide to take a trip so they remember the power of a holiday to re-connect and restore themselves to full health and happiness.”
 
Running until 17 February, the campaign is designed to be high impact and will also highlight a Sale Away range of holiday offers exclusively through Kuoni.
 
For travel agents there will be a Kuoni Giveaway running 30 December to 17 February with wow weekly prizes. Follow Kuoni Agents on Facebook for an opportunity to win.