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Kuoni India now have a new logo for their mainstream holiday business. Along with the refreshed architecture, there also emerges a perceptible shift in positioning with the new tagline, ‘We are for holidays’. The 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 new logo, a revised picture style and a uniform message for all creatives. These different elements work together to create a brand. The new image differentiates the company and makes it relevant to consumers across travel segments.
Vishal Suri, deputy COO -Tour Operating, Kuoni India says that 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. In addition, all Kuoni India employees are being intensively schooled in the new image and the substance behind the brand so that the whole company is prepared for the transformation. The new architecture embodies the Goodness and Approachability of ‘SOTC’ and the Global expertise and Explorer imagery of ‘KUONI’.
“It is an absolute necessity for a travel company catering to multiple segments across sectors to skillfully communicate a consistent message to all the stakeholders. 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. This process has enabled us to reiterate and maintain our status as the leading travel company enabling travelers to gain magical, memorable experiences by turning their dream for a holiday into a dream holiday,” Suri added.
The new architecture and strategy has been developed with support from the creative agency TBWA. Shiv Sethuraman, CEO, TBWA India Group said, “The objective of the new identity, the positioning and the resultant campaign is to exhort people to believe that taking a holiday is a priority. We Indians are an extremely hard working lot and sometimes we all feel that by taking those few days off we are letting down our organisations, colleagues, bosses and partners. Kuoni and SOTC by virtue of their unique leadership positions, globally and locally, are best poised to grow the holiday market by encouraging people to take more holidays.”
