Vacation? What is it?

AY&R continues to tell Kuoni travelers where to go after their returnThere are easier burdens than continuing an ADC Gold campaign like the one for Kuoni with the same quality and equally high surprise effect. In the collective memory, the groundbreaking presentation - "Holidays where you forget everything" - was diametrically opposed to the astonishing bouts of mental absence of Kuoni travelers returning home. Launched in December 1999, the campaign succeeded within a short space of time in greatly enhancing the vitality and popularity of the brand and its degree of differentiation. Out of the blue a few weeks ago, however, the strengthened image was torpedoed and partially destroyed by the highly reputationally damaging smear theater of Kuoni's Board of Directors. The pressure on the advertisers' shoulders is therefore likely to have been twofold.
"We were aware of the expectations," say the two AY&R ADs Hélène Forster and Christian Bobst. With their strategy of not pushing the traditional media further, but rather using new advertising media to intensify the message, they have probably achieved their goal.
For example, suitcases left lying on luggage carousels at Zurich airport are doing the rounds and advertising with an unforgettable message. No less unusual is the imprint on the boxes of two pizza couriers. Hungry people are warned not to bite into the box by mistake.
Kuoni even advertises in the Schauspielhaus program booklet, which was first recorded on CD as a radio play by Marthaler's troupe: the actors, who have forgotten their parts after the Kuoni vacations, subtly aim for the audience's laughing muscles. Romeo can't even remember the name of his beloved Ju ... Jutta ... er, Mama? Luca Aloisi