Assignment:

The aim of this campaign was to rebrand and relaunch the UK’s leading long haul tour operator Kuoni and create a new contemporary theme that moves away from the conventional blue sky and white sand imagery with contrived models, to a more authentic, passionate approach.
 
We worked alongside a German branding agency to implement the rebrand across all of Kuoni’s UK marketing activity, both consumer and trade, online and offline.

Background:

Founded in 1906 by Alfred Kuoni, Kuoni Travel Ltd has grown not only into the largest travel company in Switzerland but is now one of the worlds leading travel organisations and the UK’s leading long haul tour operator.
 
Oliver and Graimes have been Kuoni’s full service UK agency for 19 years and have completed all UK trade and consumer activity.

Creative development:

The marketing activity included direct mail, web banners, press adverts and inserts into various publications.
 
By using authentic and interesting images rather than contrived pictures we were able to communicate the knowledge and understanding Kuoni has of its destinations.
 
We used contemporary layouts incorporating more white space to reflect their position as the UK’s leading long haul tour operator.

Timing:

From start to finish this campaign took 4 months.

Results:

The campaign was extremely effective and successfully shifted market perceptions to achieve standout in a crowded market place and assisted in helping generate a successful first half of 2008.

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