Kuoni - It’s Not Where, It’s Why.
A luxury travel campaign made without the luxury of travel.
“We open on a beach.”
The one sentence every ad creative dreams of getting past a client.
So when I was briefed on luxury travel brand Kuoni, I felt sure this was my chance. White sand. Turquoise sea. Someone gazing meaningfully into the middle distance.
Sadly, no.
With just eight weeks until the campaign had to air, and a budget that did not extend to Milton Keynes, let alone the Maldives, there would be no exotic shoot. In fact, there would be no shoot at all.
Once I had processed this grave injustice, I dusted off my Getty Images account and got to work.
Kuoni understands that planning a holiday is about far more than finding cheap flights and somewhere fancy to sleep. The perfect vacation is personal. No two are ever the same. And often, the reason behind the holiday is just as important as the destination itself.
In other words, Kuoni understands it’s not where, it’s why.
With that thought in mind, we created a series of TV, radio and print ads, each telling a short story about the strange, specific and surprisingly emotional reasons people travel. All without leaving the dreary confines of a London winter.
