Kuoni is using its most expensive advert to date to help position the tour operator as a premium holiday brand.

Kuoni UK managing director Derek Jones said the new advert, the operator’s third, will make its premier on terrestrial television on Christmas Eve during ITV’s screening of the most recent Bond film, Skyfall.

Filmed in the Maldives last month, the advert features synchronized swimmer Lenka Tanner seeming running on water to an ethereal soundtrack. It features the message: “No two holidays are the same – Kuoni, find your amazing”.

Jones said: “It has got a very clear marketing message about what we do and what we’re about. It is our clear differentiation.

“The advert does mean a change of direction, it is very engaging and it is not like anything we have seen in the travel industry.

“This is real evolution of the Kuoni brand and it looks very different from anything we’ve done before. It’s designed to look and feel quality and clearly position us as a premium brand.

“Our whole strategy is very much about personalisation, having the right conversation with customers and spending time to get to know them to create their idea of an amazing holiday.”

Head of marketing and digital Steve Seddon added: “It is up to us to notify people that we can offer them this point of difference. It is certainly disruptive if you think about adverts on television.”

As well as appearing on television, the campaign will also run across digital, video on demand, print, social media and in all of Kuoni’s stores throughout the UK.

To coincide with the increased marketing drive, the Kuoni.co.uk website has been redesigned to be fully responsive and now fits mobile, tablet and laptop devices.

Jones said: “More than 50% of our web traffic is now from mobile, so our responsive site is a brilliant step forward and makes us much more effective and relevant in the online space.”