Kuoni Specialists advertise with "same, same but different".
Trips booked through specialty tour operators could hardly be more different—depending on the destination. In their new marketing campaign, «Same, same but different,» the Kuoni Specialists highlight the common threads—and recommend each other as the go-to choice for booking unique travel experiences.
What is the incentive for a Private Safari customer to discover the Arctic by ship with Kuoni Cruises in the near future after the impressive safari in Africa? Why will the Dorado Latin Tours returnee from Rio de Janeiro be happy on his next trip even if he books a vacation in the far north with Kontiki Reisen? And why is it, despite different vacation preferences, easy to reconcile when it's sometimes Frantour to Paris and then Asia365 to India? Because the travel experiences of the specialist tour operators under the Kuoni Specialist umbrella brand are only completely different at first glance: The polar bear is in (almost) no way inferior to the lion in majesty. The sugar loaf can be embedded - with a little imagination - quite in the beautiful fjord landscape of the Lofoten. And the basilica Sacré-Coeur de Montmartre and the Taj Mahal are not without a certain similarity on closer inspection.
If the tour operator's current campaign is anything to go by, Kuoni Specialists' trips are "same, same but different". The slogan is intended to draw attention to the diverse range of products offered by Kuoni Specialists. The multimedia campaign is visible in three waves online, on social networks, on a dedicated landing page, in the windows of Kuoni travel agencies and, at a later date in 2023, on posters, in newsletters and as advertisements in print media. The brands and travel experiences recognizable on the campaign visuals will be replaced on a regular basis.
"Our Kuoni Specialists provide access to the world's most breathtaking travel experiences. In addition to this message, we want to raise awareness of our specialty tour operators and their umbrella brand Kuoni Specialists, which was created around two years ago. I am also pleased that the close cooperation among the brands is now visible in the form of mutual recommendations," explains André Plöger, Chief Marketing Officer at Kuoni brand house DER Touristik Suisse.
Responsible at DER Touristik Suisse: Stefanie Günthard (Marketing Manager), Nicole Widmer (Head of Marketing Retail & Events), Nadia Peter (Head of Branding, Campaign & Digital Marketing), Heidi Raff (Creative Director), Michaela Sy (Graphic Designer). Involved productions: Denny Spirig DC Pictures (production & editing), René Schöpfer (cinematography), UKO The Audio Suite (audio post-production/sound design).
