A few decades ago, Kuoni was a household name synonymous with long-haul holidays. However, over the years, there had been an erosion of their brand positioning due to both new entrants into the market, and a certain inconsistency in Kuoni’s approach.

In a sector where companies sell identical locations, investing in the brand is crucial. The task was to re-establish Kuoni’s brand leader status, encourage sales and attract a more upmarket audience – to be the go-to brand, not a me-too brand.

We discovered that, as a pioneering travel company, Kuoni had a heritage that could be exploited as a key differentiator. By launching with large spaces (commensurate with a brand leader) featuring aspirational images, and by putting the ‘planet’ logo at the very centre of the communication, we were on our way.

Destination - re-built brand awareness.

© 2012 Paul Austin | website design: jimdesign