Season's first peaks offerings revealed
Jennifer MorrisThe peaks season is upon us, which means brands across the nation are gearing up to showcase their turn-of-year marketing campaigns. Jennifer Morris highlights three of the first offerings to be unveiled.
Kuoni
“We want to be known for more than just the Maldives.”
That was the brief given to Kuoni’s marketing agency partner Designate in August, for developing the highest budget turn-of-year campaign in the operator’s history.
Travel out of the Ordinary features a 30-second TV advert, which is scheduled to air for the first time on Christmas Day, and will run throughout January and into February, with Kuoni’s sale beginning on December 23.
The advert sees a swimmer starting her journey from an island in the Maldives before leaving the water to swim through landscapes including the plains of Africa and an Italian piazza, among flamingos, turtles and golden dragons. It also features music composed by Paul Hartnoll, from electronic band Orbital.
The aim is to promote Kuoni’s diverse range of holidays – from cruises to cultural tours, and the Maldives to Italy – using “magical realism”.
The technique combines still photography with image layering and colour grading to transform 2D images into 3D films, with the illusion of movement throughout.
“We wanted to demonstrate the huge range of trips we offer, not just the Maldives,” Dean Harvey, marketing director at Kuoni, told TTG.
This year, the advert includes travel agents in its call to action, alongside Kuoni shops and John Lewis stores. The company said it had been reconnecting with agents over the past year, with turn-of-year incentives available to the trade.
Derek Jones, Kuoni managing director, added: “January remains the most important sales period of the year for travel and we want to heighten awareness of our brand so people associate us with quality and range.”
Thomson
Thomson’s new campaign, Moments, will be its final one ahead of its rebranding to Tui next year.
It focuses on travellers enjoying important holiday moments with loved ones, the operator said.
A 60-second TV advert is set to debut on December 16, with a 30-second version scheduled to be broadcast throughout December and January.
The film, which was shot at Thomson’s Aquila Rithymna Beach resort in Crete, follows a child’s journey from beach to pool with “moments” frozen around her, before she jumps into her father’s arms.
The Moments theme will also be supported across multiple marketing channels.
Jeremy Ellis, marketing and customer experience director for Thomson, said: “The campaign forms part of an important brand migration programme as Thomson establishes itself as a global travel leader in the UK before transitioning to Tui.
“While the 2016 film may be the final Thomson sign-off, we remain committed to bringing our customers with us on this journey while we continue to offer the quality, modern and more personalised getaways you’d expect from a holiday company with over 60 years of heritage in the industry.”
Gold Medal
To coincide with a new brochure collection, Gold Medal has introduced two new booking incentives to run throughout the peak booking season.
Every week from January 2 to February 26, 2017, agents who book a package holiday with Gold Medal will be entered into a weekly prize draw to win a holiday of their choice worth up to £2,500.
A total of 15 agents will have the chance to win a place on next June’s VIP fam trip to Queensland, Australia with Gold Medal, Tourism and Events Queensland and Qantas.
Gold Medal has added more than 250 new properties and 45 tours to its new 2017-18 portfolio.
The new collection of 10 brochures includes 5 for North America, Dubai & Arabia, the Indian Ocean, the Far East, Australia, New Zealand and South Pacific and Africa.
Next year’s South Africa brochure has been rebranded as Africa to reflect a 45% year-on-year growth for the continent and 28% rise in room night bookings.
The new collection includes destinations in Kenya and Tanzania for the first time, including Mombasa and Zanzibar.
Jennifer Morris
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