Upmarket travel operator Kuoni is ditching TV advertising for the first time in five years for its main Christmas and new year campaign to ramp up its spend on both direct mail and digital channels for a more personalised blitz.
The campaign, which launches this week and carries the strapline “Our experience makes yours”, follows a major data profiling exercise carried out by Propellernet which analysed Kuoni’s key customer segments, in terms of demographics and location.
Using a combination of customer insights, including Mosaic profiles, interviews with its team, and online tools including website data, Hitwise’s Audience View and answerthepublic.com, Kuoni was able to validate its customer segments and deepen its understanding of their lifestyles and aspirations.
Featuring members of its travel agency staff visiting their favourite destinations, the push is Kuoni’s biggest single investment in digital so far, using a mix of paid search on keywords, social and display advertising, while it also sees the firm’s highest investment to date in direct mail, reaching 2.2 million customers with a booklet delivered directly to targeted UK homes. The activity is being backed by a content marketing partnership with The Telegraph.
The campaign has a strong regional focus, with activity running within the catchment area of Kuoni’s stores, John Lewis concessions and partner travel agents throughout the UK. Local radio campaigns have been recorded in different regional accents. Grey London handles the main marketing account.
Kuoni marketing director Dean Harvey said the operator had moved away from TV to focus on delivering a more complex message about the experience and service of its own staff rather than to build brand awareness.
He said: “TV is very effective for brand messages. We felt the brand job had been done over the last five years. We wanted to talk about our experience and make that the core part of the campaign. All our messages are about the fact we have been there and can tell you about it. It is difficult to put across a complex message in a 30-second TV ad.
“We know where our customers are in the UK and we know where our stores are, so this campaign is more targeted.
“We’ve done a lot of work this year on our customer profiling, digging deeper into our honeymoon market, families and couples so we understand what motivates them, and we’ve invested in our campaign so we’re highly visible to both consumer and travel agents throughout the peak booking period.”
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