Kuoni and Wirz launch new "Cheaper than you think" campaign
From January 8 through November 2018, Kuoni will focus its marketing efforts on its competitiveness. To this end, it will launch three waves of television and radio commercials, posters, print ads, online and social media content, as well as point-of-sale materials and decorations in select travel agencies.
Kuoni will launch its new marketing campaign in the Swiss market on Monday, January 8, 2018, which was developed together with the Wirz agency. The message "Cheaper than you think", combined with price examples of high-quality travel, is intended to demonstrate the high competitiveness of the traditional Kuoni brand. In addition to spots on TV and radio, posters, advertisements, online and social media content as well as point-of-sale materials and decorations in selected travel agencies will be used in three waves until mid-November 2018. On the specially set up Landing page visitors will find selected travel offers from Kuoni with an outstanding price-performance ratio. In addition to the message "Cheaper than you think," the claim "Holidays where you forget everything" familiar from earlier marketing campaigns is also used again.
The price as the most important booking criterion
The campaign was based on a representative market research study conducted by Marketagent.com in May 2017. It showed that price is the most important decision-making criterion for 71.3 percent of Swiss people when booking a vacation. The quality of the product is the decisive factor for 57.8 percent of respondents. In many people's minds, high quality and competent advice are still equated with high prices: 39.8 percent of respondents said they would book their trips more often at a travel agency if the prices were lower. Lower prices are thus the most important decision-making factor for booking at a travel agency, ahead of the comprehensive and good service provided by the travel agency (33.2 percent).
As part of a leading European travel group, DER Touristik Group, Kuoni benefits from favorable purchasing conditions within the group, thus offering its customers very attractive value for money. "Combined with the high quality of advice in its more than 80 branches throughout Switzerland and its great brand awareness, Kuoni is excellently positioned to further strengthen its position as a market-leading tour operator," explains Dieter Zümpel, CEO of DER Touristik Suisse.
*Online survey of 505 web-active Swiss residents aged 20 to 75 and living in German- and French-speaking Switzerland.
