Dream destination fantasies

Tourismus Wirz Werbung has launched a campaign for Kuoni in which the previous one should not be completely forgotten.
"If you no longer know exactly how
it's during the vacations, then it's high time for a vacation." This almost
This succinct insight underlies Wirz's new advertising campaign for the number
one of the Swiss travel industry - Kuoni. With the
astonishing result, that at first glance the usual
vacation pictures that trigger wanderlust. But
At the same time, you realize that something can't be right.
But what?

Definitely ripe for a vacation are all those who can do this at second glance
have not found out. "All the others have their Kuoni vacations
with their passionate detective work," the creative minds want to
at Wirz with their message. The agency has developed this campaign
won in a pitch. According to the briefing, the following should be taken into account
that the previous campaign - "Holidays where you can do everything
forget ..." - in the undertone of the new message intuitively still
somehow resonates. A "further development, so to speak" was therefore
as CD Hanspeter Schweizer explains. This should be "similar
have a surprising effect".

Wirz has now found the solution in a pictorial game of confusion with
world-famous clichés from vacation brochures. The Golden Gate Bridge in
San Francisco was thus moved to Niagara Falls for the sake of confusion.
Boats glide along the Grand Canal in Venice like in Vietnam. The top
of the Matterhorn in the Valais was created with the help of the graphic computer.
top of the pyramids of Giza.  

The campaign was created exclusively with images from the Kuoni archive.
designed. Only the ideas were allowed to fly away with the help of the computer. So
For example, the structural substance of the pyramids has been lovingly restored.
to the detail over the top of the Matterhorn before it is paved on
was moved to the top of the pyramid of Cheops. With other subjects
the work would have been easier. With the antelope chasing the lion,
the picture just had to be turned around. The Statue of Liberty as Jesus -
I wonder if President Bush thinks it's time for a vacation?

The national poster campaign starts with a total of eight motifs,
accompanied by advertising at the POS and supplemented with advertisements in the Swiss
Press.

Employees as creatives
The basic concept of the idea should continue to be used if
Kuoni wants to launch individual promotions such as city breaks. The
In future, travel agency employees are to develop their own initiatives for
develop advertisements or small posters, for example by creating a
promote a cheap weekend in Paris with the Leaning Tower of Pisa.

Since the Touroperator database for catalog production already contains
Thousands of slides with subjects from all over the world are stored in the creative
dream trips for advertising in the future. Since
it would even be possible for the new editorial team of Werbewoche in
Rüschlikon would be located directly behind the Arc de Triomphe in Paris.
But there are no vacations here, only hard work
discussed the Wirz campaign for dream trips. A campaign in which
you can actually forget yourself ...

    

Kuoni in figures
Before Wirz won the pitch, the advertising for Kuoni was handled by Advico
Young & Rubicam designed the campaign. This agency created the campaign
"Holidays where you forget everything" invented. The effect of the
At AY&R, forgetting is always a problem after returning from vacation.
entered. During a transitional phase, Wirz took over the
Forgotten brought forward to the vacations.

Kuoni Switzerland generated net revenue of CHF 847 million in 2005,
4.8 percent less than in 2004. This decline is mainly due to the fact that
The reason for this is that early booking discounts were waived in 2005 and therefore
demand from families was lower. Since March 12, the
Bookings for the summer months of 2006 got off to a good start. In total
Kuoni Switzerland recorded an increase of 15 percent compared to the
Previous year. The Kuoni Group focuses on two areas: Vacation travel
(organization, consulting and sales) and destination management
(Consulting, B2B and organization of land arrangements all over the world).
The Holiday Travel segment generates 82 percent of Group sales,
Destination Management 18 percent.

Andreas Panzeri