Kuoni India Announces a New Brand Architecture

For the Main-Stream Holiday business

Kuoni India announced the launch of new brand architecture for their mainstream holiday business by unveiling the new logo. 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 ‘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. These different elements work together to create a modern, inspirational brand that believes in transforming lives going beyond the product, price and offers. The new image differentiates the company and makes it relevant to consumers across travel segments. Speaking on the development, Vishal Suri, Dy. 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 refreshed 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.”

The refreshed 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 organizations, 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.”

About Kuoni India Kuoni Travel Group, India is a 100% subsidiary of Kuoni Travel Holding Ltd. – one of the world’s leading premium tour operators. Founded in 1906, and head-quartered in Zurich, Kuoni has operations across the world today and has won the “World’s Leading Tour Operator” award at the prestigious World Travel Awards for eleven years in a row.

Kuoni has four core activities in India:

  • Leisure Travel
  • Destination Management Services
  • Business Travel
  • Travel Education
  • Notable Awards (recent)
  • Kuoni felicitated with World’s Leading Tour Operator at the prestigious World Travel Awards 2012
  • Kuoni India wins TAAI Travel Awards 2012 for the Best Outbound Tour Operator and the Best Business Innovation for Travel Company
  • Kuoni India wins Today’s Traveller Award 2012 for Best Outbound Tour Operator
  • SOTC wins the prestigious PowerBrands 2012 Award
  • Lonely Planet Magazine India Travel Awards 2012 to Kuoni India for the Best Tour Operator
  • Travel + Leisure India & South Asia’s India’s Best Award for Best Tour Operator India to Kuoni India