Kuoni Archives - m&k

Kuoni Specialists werben mit «same, same but different»

Sarah Willi — Mon, 27 Feb 2023 12:08:09 +0000

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).

Neue Kuoni-Kampagne: Reisebüros wissen immer eine Antwort

Julia Gundelach — Wed, 11 Jan 2023 09:33:36 +0000

As part of a new nationwide retail campaign, Kuoni is demonstrating how travel agencies provide their customers with advice and assistance far beyond booking advice. In short videos and with effective images from everyday vacation life, customers can see the added value a travel agency offers them - before, during and after their trip.

The focus is on the question, "What if...?" Because this can come up in very different situations: What if I suddenly need a little more legroom on the trip home because of a complaint? What if we're leaving, but the youngest's favorite stuffed animal is left behind in the hotel room? What if I want to propose to my sweetheart but haven't yet found the right place to pop the big question? Using three different visuals and videos, the campaign aims to show customers that the staff at the Kuoni travel agency always have an answer to such questions.

The retail campaign comes from within the company: Under the leadership of Chief Marketing Officer André Plöger, the marketing team conceived and realized the campaign itself. The first TV spots have been broadcast since the beginning of January 2023. In addition to the TV spots, the campaign also includes various online and social media measures, advertisements, and activities at the point of sale, which will be used in three nationwide waves on different channels throughout the year.

Heimlich länger Ferien machen: Farner entwickelt Filter für Kuoni

Christoph Soltmannowski — Mon, 09 Aug 2021 08:30:56 +0000

Thanks to the filter, every vacation spot in the background in Office video meetings looks like an artificially superimposed image. If you need to relax a little longer, simply install it on your laptop. It works in any standard video chat software and generates a silhouette-like "flicker contour" around the user. The real background of the vacation destination thus immediately appears fake, like the popular photo backgrounds that can be selected on Teams, Zoom or Skype. For example, the beach a few meters away or the Matterhorn look to colleagues and the boss like artificially superimposed images that we know from the home office thanks to the fake flicker contour.

If travelers follow a few simple rules, which Kuoni explains in an accompanying video, nothing stands in the way of extending their vacation. Of course, you still have to take part in the video call.

At https://www.kuoni.ch/stay-away-filter/, the pretend-to-work-at-home-while-still-away filter can be downloaded:

Responsible at Kuoni/DER Touristik Suisse: Nadia Peter (Head of B2C Marketing), Heidi Raff (Creative Director), Markus Flick (Communication Manager). Responsible at Farner: Philipp Skrabal, Jill-Nadine Reuvener, Jan Walser, Kurt Rossi, Alyssia Kugler. Responsible at DU DA Group: Marc van Nuffel, Till Hagger. Responsible at WirzFraefelPaal Productions: Stefan Fraefel, Rahel Schneebeli, Adrian Wisard.

Unikat und Kuoni träumen vom Reisen

Redaktion — Tue, Apr 21, 2020 5:15:38 AM +0000

It is truly not an easy time for the travel industry. The borders are closed indefinitely and new bookings have dropped drastically. Patience is called for. Also on the part of consumers, who have no choice but to dream of traveling. Kuoni's latest TV commercial addresses the current situation.

The atmospheric film was developed by the Küsnacht agency Unikat in close cooperation with Kuoni's creative team. The 25-second film will be shown on TV and online.

Responsible at Der Touristik SuisseAndré Plöger (Vice President Corporate Development & Marketing); Heidi Raff (Creative Director); Sabrina Fürst (Head of Marketing Operations). Responsible at Unikat Kommunikationsagentur: Daniel Meier, Patrick Lienert (creative direction and text); Simone Jung (consulting). ProductionWirzFraefelPaal Productions: Stefan Fraefel, Nina Wirth (Producer), Tom Wenger (Tonstudios Z).

Unikat lanciert Aktualitätsmotive für die Markenkampagne von Kuoni

Redaktion — Mon, 26 Aug 2019 11:59:35 +0000

Since last fall, the agency has been responsible for the tour operator's brand campaign with the claim "Holidays where you forget everything" and the headline phrase "Forget...".

An explicit part of the campaign is to address current issues and thus increase brand presence. The latest motifs relate to Trump's Greenland plans and the Swiss Wrestling Festival. They are used on social media channels and at the POS. Themes that have already appeared include the WEF, hay fever, GC relegation, the Street Parade and the women's strike.

Unikat: Mit Kuoni das WEF vergessen

Redaktion — Mon, 28 Jan 2019 23:47:10 +0000

Actuality-related motifs and regional adaptations also play an important role in the new campaign for Kuoni.

A current example from the kitchen of the creative agency Unikat took up the theme of the WEF and was placed during or at the end of the World Economic Forum in stress-ridden Davos and on social media. It shows in a humorous way how declinable the new brand campaign for the popular tour operator is.

Responsible agency: unique; Customer: Kuoni.

Mit Kuoni den Alltag vergessen: Unikat lanciert neue Kampagne für den Reiseveranstalter

Redaktion — Tue, Jan 15, 2019 5:14:57 AM +0000

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).

Unikat gewinnt Pitch um Kuoni

Thomas Häusermann — Tue, 25 Sep 2018 00:30:50 +0000

The traditional Kuoni brand is one of the best-known and most popular brands in Switzerland. The tour operator, which has over 80 of its own travel agencies in Switzerland, was taken over by DER Touristik in 2015 and was able to re-establish itself as a leading player in the travel market.

According to André Plöger, Vice President Marketing and Corporate Development DER Touristik Suisse, Unikat has succeeded in carrying on the brand tradition in a refreshing way - with a sustainable concept that is very easy to define. The decision in favor of this creative concept was also confirmed by a pre-test conducted specifically among the target groups. The new communication concept will be introduced at the beginning of 2019, with the first work already on display during the Christmas season.

Kuoni und Wirz starten neue Kampagne «Günstiger als Sie denken»

Thomas Häusermann — Mon, 08 Jan 2018 01:02:19 +0000

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.

Claudia Herkert-Derungs verlässt Kuoni Schweiz

Nora Dämpfle — Thu, 27 Apr 2017 22:33:19 +0000

Claudia Herkert-Derungs has worked for Kuoni in various functions for around 18 years. She has been Head of Marketing since 2014. She has now decided to leave the company at the end of October 2017. "After many exciting and varied years, the time has come for me to seek a new challenge," says Claudia Herkert-Derungs. Until her departure, she will continue to supervise and drive forward the ongoing projects of Marketing.

The successor will be determined in consultation with the CEO of Kuoni Switzerland, Dieter Zümpel. "I very much regret Claudia Herkerts-Derung's departure. She made her mark during many years as a creative and very reliable leader. At the same time, I am pleased that she will continue to work for us until the fall."

Kuoni wird so schnell keiner mehr vergessen

Thomas Häusermann — Thu, Oct 27, 2016 10:59:20 PM +0000

It was only in August that Wirz won a pitch for the prestigious Kuoni account. And an omnimedial campaign is already being launched to help the traditional Swiss company regain its strength.

The challenge: Many have forgotten Kuoni. And even those who remember are not sure if the travel company still exists.

What no one has forgotten, however, is the familiar phrase "Holidays where you forget everything", Kuoni's original claim. This claim is still an important asset of the brand's capital.

Wirz brings the Kuoni brand back into the conversation with a campaign that on the one hand reflects its usual strength, but on the other picks up on the spirit of the times. A campaign that builds on the asset that people still associate with the brand: the original claim. This has been modernized to no longer postulate from on high how vacations should be, but to speak in the language of travelers: "Vacations where you forget everything."

This was the basis for a campaign with an unpretentious and authentic approach, showing situations in which people recognize themselves. Social trends, above all the "always on" mentality, are played with a lot of irony.

Wirz also follows a consistently self-confident path in the implementation: with only one setting at a time, a soulful music, the mere viewing of the new measures becomes a small time-out.

So a young woman forgets to post photos on Facebook while on vacation. A couple that has been married for ages is crunching away in their hotel bed, freshly in love. And even little Emma doesn't notice on her vacation that she lost her nuggi days ago.

They all experience vacations in which they forget everything.

Vacations with Kuoni, that's what.

The campaign will be launched on October 31, 2016, and will be used on banners, megaposters at the HB, OOH measures (F12, F200, Railposter) and in Kuoni's internal communications. (pd/hae)

https://www.youtube.com/watch?v=/zTmXOr1wSp0

https://www.youtube.com/watch?v=/-XmO7rWvP7I

https://www.youtube.com/watch?v=/5IsyXXgHoNs

https://www.youtube.com/watch?v=/9r7vEnl6YtQ

https://www.youtube.com/watch?v=/tf5292Uw-iE

Responsible at Kuoni: Overall responsibility: Claudia Herkert (Head of Marketing and Branding Kuoni Switzerland); project management: Sabrina Müller (campaign management), Heidi Raff (graphic design and creation). Responsible at Wirz: Livio Dainese (CCO); Peter Brönimann (CD); Niels Schäfer, Heiri Schnorf (AD); Katrin Espelage, Simon Smit (text); Alexandra Kaufmann (graphics); Bettina Fässler (artbuying); Petra Dreyfus, Simone Jehle, Fabiana Imhof (consulting); Sascha Djabbari (digital consulting/management); Gordon Nemitz, Henrik Zapp (strategy). Production: Acne; Anders Jedenfors (director); Kai Stöcker (EP/MD); David Skrotzki (HoP); Philip Ekström, Henrik Ekström (composers); Jingle Jungle (sound).

Peter Brun wechselt zu VFS Global nach Dubai

admin — Mon, 23 May 2016 09:36:25 +0000

VFS Global is the world's leading outsourcing and technology specialist for governments and diplomatic missions. VFS Global is the most successful division of Kuoni Group and is being developed independently following its acquisition by private equity firm EQT.

Global communications and marketing activities will in future be managed at VFS Global's headquarters in Dubai. As part of the company's expansion, this will further strengthen VFS Global's communications and marketing functions. In his new role as Chief Communications Officer, Peter Brun is a member of VFS Global's extended executive management team. He reports to CEO Zubin Karkaria and will relocate to Dubai by the end of 2016. In addition, he will remain responsible for Kuoni Group communications for the current year. Peter Brun has been with Kuoni since 2005. He has been Head of Corporate Communications at Kuoni Group since 2008 and was additionally responsible for Communications at Kuoni Switzerland until 2015.

Founded in 2001, VFS Global is the world's largest outsourcing and technology specialist for services to governments and diplomatic missions. The company handles administrative tasks, without decision-making authority, related to visas, passports, identity management and other citizen services on behalf of government agencies. VFS Global currently operates 2,151 application centers in 124 countries for 50 governments and employs approximately 4,100 people from 90 different nations.