Kuoni: A sand expert from Minnesota helps you pick a Mauritius or Seychelles holiday

This case study details how Kuoni, a luxury holidays company, promoted Indian Ocean holidays through photo editorials focusing on how sand differentiated the various destinations.

Kuoni: A sand expert from Minnesota helps you pick a Mauritius or Seychelles holiday

Agency: Propellernet

The brief was to promote the Indian Ocean destinations that are crucial to Kuoni's success. It was also about presenting the differences between them, making sure not to portray Sri Lanka, Mauritius, Seychelles, Reunion Island and the Maldives as all 'being the same'.

Strategy

This campaign aligned Kuoni's brand strategy: 'Find your amazing...' and tied into an autumn DM campaign, focused on promoting Indian Ocean destinations.

The target audience was ABC1 honeymooners 25-35 years old and Kuoni's core market of ABC1 45+ years old....

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