Kuoni, a leading travel brand, has announced its aim to optimise digital channels with its 2012 integrated marketing campaign.
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 innovations include the use of augmented reality in all national press and magazine advertising which the company hopes 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 said: “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.”
Naomi Wilkinson, Kuoni’s Head of Marketing added: “With a significant proportion of our online traffic coming from smartphones and tablets, augmented reality felt like the next logical step in creating a seamless multi-channel experience for the Kuoni customer.”
Kuoni has also employed dynamic creative messaging in online display advertising for its new campaign. 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 commented: “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.”
Furthermore, Kuoni launched a social media competition on Facebook that allows fans of the company’s Facebook page to 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 runs until February 29th 2012.
Naomi Wilkinson commented: “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.”
