Forget everyday life with Kuoni: Unikat launches new campaign for the tour operator
This summer, DER Touristik Schweiz issued a call for proposals for Kuoni’s new brand identity. The Küsnacht-based creative agency Unikat took the top spot—with a concept that was also validated by the target audiences in a pretest conducted as part of the competitive presentation. Now the results of this work are on display—a wide-ranging media campaign currently includes TV commercials, posters, online content, print ads, and point-of-sale materials.
The creative concept is based on the claim "Holidays where you forget everything", which has already been used successfully in recent years and is still associated with Kuoni by numerous Swiss people today. The seamless continuation and current staging breathes new life into it with text/image combinations and proves to be extremely declinable. Thus, for the first time, the brands of the "Premium Specialists" (specialized travel companies of DER Touristik Suisse) and Helvetic Tours are also integrated into the campaign.
In addition, specific regional subjects were created for all of the approximately 80 travel agencies, which will be used at the POS. DER Touristik Suisse and Unikat expect the new campaign - which also contains provocative elements - to significantly update and increase awareness of the brand. The integrated price examples also draw attention to Kuoni's good price/performance ratio.
Responsible at DER Touristik Suisse: André Plöger (Vice President Corporate Development & Marketing), Heidi Raff (Head of Creative Art and Design), Sabrina Fürst (Head of Marketing Operations), Nadia Peter (Marketing Manager). Responsible at Unikat Kommunikationsagentur: Daniel Meier and Patrick Lienert (creative direction and text), Manuel Schnoz (art direction), Simone Jung (consulting), Christoph Herter (DTP). Film production: WirzFraefelPaal Productions, Zurich: Stefan Fraefel (director), Felix Seuffert (camera/photography), Nina Wirth (producer), Renzo d'Alberto and Tom Wenger (sound studios Z).
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