Weekly £1,000 cash prizes are among trade incentives from Kuoni in a peaks campaign that includes a TV ad featuring one of its agencies.
Each week in January will see a third party agent win either £1,000 or £500 in a prize draw. There are also four holidays for two to the Maldives, Mauritius, Sri Lanka and Italy, while every booking made in January will qualify for a Love2shop voucher, worth up to £150 per booking.
Kuoni’s multi-million-pound campaign begins on Christmas Day with “Travel worth talking about” as the theme, and uses TV ads featuring Kuoni’s Guildford store, which it says shows the value of talking to travel experts. The ad blends footage from around the world, set to a soundtrack of Happy Talk by Ella Fitzgerald.
“Conversations with our travel experts are at the heart of our business and we wanted to find a way to bring this centre stage to differentiate the Kuoni brand,” said Dean Harvey, Kuoni’s marketing director.
He added: “The Happy Talk soundtrack sums up what we’re about. We’ve got 48 Kuoni stores, 11 partner stores and relationships with brilliant travel agents throughout the UK, and we wanted to showcase the value of talking to an expert to plan the perfect trip.
“All our research shows people value talking to someone who has travel expertise – particularly for complex itineraries around the world and special-occasion holidays – and the fact that we have more than 300 travel experts sets us apart.”
The TV campaign launches on Christmas Day on Sky One, during The Greatest Showman, and will run until February 11 across ITV, Channel 4 and Sky.
It includes a call to action for agents. Partners will be issued with full point-of-sale branding for shop windows and in-store, plus other marketing material.
A first for this year’s campaign is the use of big poster sites in prime locations, planned in 10 key regions.
In another first, John Lewis is sending out a mailing to 250,000 partnership cardholders alongside a double points promotion.
The operator says this “is a complete endorsement of the Kuoni travel partnership and comes with customer emails and text promotions as well”.