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Get carried away…
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A Case Study
THE BRIEF
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Encourage people to book a Kuoni holiday in 2021 by getting excited about travel again.
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Despite being a difficult year for the travel industry, in 2020 Kuoni were awarded Recommended Provider status by Which? for their response to the challenges brought on by Covid-19. With customers reluctant to book holidays, we created a brand awareness campaign based around their Which? star-rating to highlight their values, and exceptional dedication to service. Later in the year Kuoni also introduced Flex+, a groundbreaking ‘late cancellation guarantee’ aimed at giving customers the confidence to plan and book their dream holiday without fear of penalty if their plans changed unexpectedly. We created a simple, positive campaign to celebrate Kuoni’s super-flexible and unparalleled offering.
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For the subsequent, all-important turn of year messaging, we were tasked with effectively wrapping these two messages (trust and flexibility) within an optimistic campaign helped along by the recent news of a Covid vaccine and festive goodwill. After a year of lockdowns and bad news, it was time to ‘Get carried away…’
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Creative concepts
Copywriting
Art direction
Design
THE SOLUTION
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Starting out with the notion of getting ‘carried away’ an idea started to take shape around an army of fed-up people excitedly packing to go on holiday. After some initial moodboard exercises, the possibility of a ’hero’ suitcase emerged that would become the face of the campaign. We worked closely with Progress Films to develop a storyboard that would enable us to shoot still photography and enough video to cover both the turn of year content and a bonus pre-christmas video. All shot in one location, all in one day.
The ad was rolled out across SKY, ITV, Channel 4, 5 & Kuoni’s own channels.
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The brand part of the campaign featured in the front sections of various national press, while supporting offer-based Flex+ deals featured in the rear travel sections. It was also rolled out across search and social channels and as a direct mail piece where we had some fun with the happy/sad face created by moving our hero’s mouth up or down —gently acknowledging the tough year that was 2020.
LIKE WHAT YOU SEE?
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