Kuoni customers create vacation themes
As part of a comprehensive marketing campaign, Kuoni Switzerland offered the public the opportunity to text advertising slogans. More than 21,000 people responded to the call: True to the campaign slogan "Bye bye grey, hello wow", they developed their own suggestions.
This automatically entered them in the competition for five travel vouchers worth CHF 1000 each. Kuoni Switzerland and the commuter newspaper 20 Minuten have now awarded prizes to the best creations.
The top 5 vacation slogans from contest participants:
In January 2015, Kuoni Switzerland launched a nationwide campaign with the slogan "Bye bye gray, hello wow". With linguistic lightness and images of longing, the Kuoni brand thereby positioned itself as accessible and universal for all customers. The public was given the opportunity to write their own vacation slogans based on the campaign slogan. The second word in each case could be replaced by an own creation, the words "Tschüss" and "Hallo" were given.
A jury of experts and 20 Minuten readers selected the best slogans from all the proposals submitted. The jury was made up of marketing experts and editors and, in a first step, selected the 15 best texts. In a second step, the readers of 20 Minuten chose their top 5. The selected winners will each receive a travel voucher worth 1000 Framlem. In addition, their vacation motto will be featured on 20 Minuten Online and reach a wide audience.
"The response to the campaign has exceeded our expectations. We received over 21'000 creative and humorous vacation mottos from participants," says a delighted Claudia Herkert, Head of Marketing at Kuoni Switzerland. Posters served as the campaign's lead medium, accompanied by print and online advertisements, promotional materials in travel agencies, social media, a separate website and e-mail newsletters. The competition is one component of the overall campaign "Bye bye gray" and was designed in collaboration between Kuoni and Serranetga.
