Kuoni India announces a new Brand Architecture and Television Commercial
for its main-stream holiday business
Kuoni India announced the launch of new brand architecture for their mainstream holiday business by unveiling a new logo and television commercial (TVC). The new architecture will enable the mainstream holiday business to be future ready as a new age innovative holiday maker.
Along with the refreshed architecture, there also emerges a perceptible shift in positioning with the new tagline of â€˜We are for holidays’. The holiday brand seeks to inspire consumers across segments to take more holidays by promoting holidays as a priority for everyone.
The new visual image includes a refreshed logo identity, a completely revised picture style and a uniform message for all creatives. The new commercial launched also highlights the brand promise of â€˜We are for holidays’ and inspires consumers across segments to stand up for their holidays. Through this TVC, the holiday brand seeks to change the mindset of Indian holidaymakers by encouraging Indian travelers not to let their holiday spirit die and to enjoy their holidays while creating memories for a lifetime.
Speaking on the development, Vishal Suri, Dy. COO-Tour Operating, Kuoni India said, “The whole creative process identified single branding strategy as the ideal approach to inspire a wide cross section of explorers. A new visual image was then developed to change the mindset of Indian holidaymakers by encouraging them to make holiday a priority. The refreshed architecture embodies the Goodness and Approachability of â€˜SOTC’ and the Global expertise and Explorer imagery of â€˜KUONI’.”
“Our new identity is a culmination of intensive brand audit and research profiling based on the interview of substantial respondents across travel spectrum. Holidays are still perceived as luxury in India and are not regarded as a priority. This campaign seeks to lower the guilt associated with taking holidays by encouraging Indians to view holidays as a necessity. The new TVC reiterates our position that “We are for holidays” giving shape to the dream holidays of millions of Indians. The creative showcases the child-like enthusiasm and the excitement of planning and eventually taking a holiday and is urging the consumers to never let their holiday spirit die.”
The refreshed architecture and strategy has been developed with support from the creative agency TBWA.
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