The campaign, which launches on Boxing Day, will run across streaming services, radio, Spotify, YouTube, press, direct mail and online and will target five customer types. 

It is hoped that the campaign will attract customers who aren’t just looking to book Kuoni’s special occasion and Indian Ocean products.

Kuoni said the campaign’s trade call to action signals the “importance of its trade partnerships”.

Marketing director Caroline Child insisted having a targeted family campaign demonstrated Kuoni’s commitment to “growing that area”.

She said: “This is a highly targeted campaign, designed to broaden the appeal of the Kuoni brand to customer types who may not ordinarily think of us for their holiday, including families and those authentic explorers looking for tailor-made trips, including African safaris or bespoke holidays to India.

“We’re well-known for honeymoons and special occasions but we’re so much more than that."

Child continued: “Our collection around the world has expanded, our call centre team are primed to support travel agents and we’ve negotiated some amazing sale prices with our suppliers so we’re pulling that all together in one bold campaign.”

Agents who book a Kuoni holiday between 27 December and 13 February will be in with a chance of winning a five-night stay at Outrigger Maldives Maafushivaru Resort on an all-inclusive basis. The prize includes flights from Heathrow and seaplane transfers. 

Agents get one entry into the prize draw for each £5,000 the booking is worth.