News: Innovative technologies used by Kuoni in new 2012 brand campaign

Posted by: Sharm Enterprise | Posted on: January 7th, 2012 | 0 Comments

In an ever more demanding travel market, leading travel brand Kuoni employs cutting edge technologies to ensure its 2012 tactically-led brand campaign will be a truly interactive experience.

With the internet no longer a new phenomenon but a necessity, Kuoni aims to optimise digital channels with its 2012 integrated marketing campaign which launched on Boxing Day 2011.  The campaign aims to ignite customer interest on many fronts with the new brand slogan “Requested by you…Crafted by Kuoni”, forming the foundation of the campaign creative.

Over and above traditional marketing channels such as national and regional press, outdoor, radio and direct mail, the online elements of the campaign offer exciting new innovations and creative thinking from Kuoni. These comprise: -

1) The use of Augmented Reality in all national press and magazine advertising will reinvent print advertising by creating a two-way communication. Kuoni is one of the first UK tour operators to use augmented reality whereby consumers will be prompted to view extra content and video through smartphones and ipads using image recognition technology from Aurasma.

Martina King, Managing Director of Aurasma says, “Kuoni are natural partners for Aurasma because like us, their business is all about creating memorable experiences for people.  This campaign is visually stunning and includes the first ever integration of a “click to call” feature in the app.  This makes it engaging and fast tracks the consumer journey from print brochure to booking line.  We look forward to seeing Kuoni roll out this technology across their marketing mix in 2012.”

Naomi Wilkinson, Kuoni’s Head of Marketing says: “With a significant proportion of our online traffic coming from smartphones and tablets, augmented reality felt the next logical step in creating a seamless multi-channel experience for the Kuoni customer.  Customers have shown us that they interact with Kuoni in multiple ways, across all channels and augmented reality helps to facilitate this journey in a fun and engaging way.”

2) Dynamic creative messaging in online display advertising.  Over 240 creative message variations have been created, all based on a consumer’s journey and level of interaction with the Kuoni website.  In this way future messaging can be tailored to the individual experience and stage in the booking process. Matt Dailey of Media Edge CIA says “The importance of relevancy, personalisation and context in marketing messages cannot be underplayed in driving increased conversion levels for businesses like Kuoni. Dynamic creative messaging has moved this opportunity to online display campaigns, enabling the levels of relevancy and personalisation that consumers expect and that drive them to re-consider Kuoni and take action.”
Naomi Wilkinson, Kuoni’s Head of Marketing says “Online re-targeting has proved successful in improving online bookings from display advertising. The dynamic creative messaging offers a further level of intuitive and relevant content. It aims to encourage people to interact further with Kuoni online.”

3) A social media competition on Facebook that will bring the campaign to life.  Kuoni Facebook members can get involved and create their own “Requested by you…Crafted by Kuoni” campaign poster. Entrants can choose an image from the Kuoni brand images and write their personal holiday requests for a chance to win a £2,000 Kuoni Gift Card for their next holiday.  The competition launched on 30th December 2011 and runs to 29th February 2012.
Naomi Wilkinson, Head of Marketing says “Kuoni has successfully established Facebook and Twitter pages with 15,000+ and 5,000+ followers respectively. The Facebook competition is a way for customers and followers to engage with Kuoni in a fun and creative way whilst bringing alive the essence of the campaign”

This new innovative approach seeks to provide a truly multi-channel experience to the consumer.  It also reinforces Kuoni’s innovative ethos which was established in 1906 by its founder and travel pioneer of the day, Alfred Kuoni.

Article source: http://feedproxy.google.com/~r/breakingtravelnews/~3/r15je-aBJyQ/innovative-technologies-used-by-kuoni-in-new-2012-brand-campaign

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