The 'Find Your Amazing' campaign by Kuoni, launched in the UK in early 2015, positions the brand as a facilitator of extraordinary and personalized travel experiences. The core proposition centers on inspiring individuals to discover unique, transformative journeys that go beyond typical vacations, suggesting that travel with Kuoni unlocks a personal sense of wonder and self-discovery. This narrative approach emphasizes emotional engagement, encouraging viewers to envision travel not just as leisure but as a pathway to uncovering their own potential and extraordinary moments.
Strategically, the campaign leverages a narrative genre to build a connection with a discerning audience seeking meaningful, curated travel experiences rather than mass-market package holidays. The use of synchronised swimmer Lenka Tanner in an associated video hints at this creative angle—portraying discipline, beauty, and the seemingly impossible—to metaphorically underline the brand’s promise of exceptional travel adventures. By focusing on the concept of “finding your amazing,” the campaign taps into consumer aspirations for personal enrichment and authentic experiences, aligning with evolving trends in the travel and leisure market where emotional fulfillment and uniqueness drive decisions.
The targeting is subtle but effective, aimed at consumers who value expert guidance in crafting bespoke travel itineraries. The use of compelling storytelling and visually engaging assets positions Kuoni as both a professional service and a partner in realizing extraordinary journeys, rather than just a travel provider. This approach reflects an understanding of the market’s shift towards experiential travel and the increasing desire for campaigns that inspire rather than simply inform. Overall, the campaign’s value lies in its emotional resonance and its clear framing of Kuoni as an enabler of travel experiences that elevate and personalize the customer’s sense of adventure and achievement.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
‘Find your amazing’ for Kuoni uses metaphorical and inspirational language (“find your amazing”) rather than focusing on a specific product demonstration or problem-solution arc. The reference to “discover how to walk on water, with synchronised swimmer Lenka Tanner” hints at the use of highly evocative, almost magical visuals or scenarios—symbolizing the emotional and transformative impact of Kuoni’s travel experiences. The implication is that travel with Kuoni lifts you into an extraordinary state, visually expressed through imaginative, symbolic moments, making FORMAT#9 SYMBOLIZE THE BENEFIT the best fit for this campaign concept.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Trailfinders – Trailfinders positions itself as a customer-centric travel specialist offering bespoke, meticulously planned trips with expert advice. Their emphasis on personalized service and flexibility differentiates them from larger, package-focused operators, appealing to travelers seeking tailor-made, high-quality leisure experiences.
2. Thomas Cook – As a longstanding, mass-market travel brand, Thomas Cook leverages reliable package holidays combined with extensive retail presence. Their competitive pricing, variety of destinations, and seamless booking experience cater to middle-market travelers looking for convenience and value.
3. Expedia – Expedia positions itself as a digital leader in travel bookings, offering extensive choice through an easy-to-use online platform. Their strength lies in convenience, comprehensive reviews, and dynamic packaging options, targeting tech-savvy travelers who prioritize efficiency and competitive pricing.
4. Virgin Holidays – Virgin Holidays differentiates through a focus on vibrant, innovative branding and unique holiday experiences. Their strategic angle centers on delivering aspirational travel with added-value perks, customer service excellence, and strong brand personality appealing to younger, lifestyle-conscious consumers.
5. Kuoni – Kuoni’s positioning emphasizes luxury, expertly curated holidays with a strong narrative of discovery and personalized service. Their strategic approach targets affluent travelers seeking unique, once-in-a-lifetime experiences, leveraging storytelling to connect emotionally and inspire exploration.
Q: What is Find your amazing about?
A: Find your amazing is a professional film campaign launched in the United Kingdom in 2015 for the travel brand Kuoni, created by the agency Grey. The campaign centers on inspiring audiences to rediscover the extraordinary within themselves through transformative travel experiences. Featuring world-class synchronised swimmer Lenka Tanner performing the visually arresting feat of walking on water, the film uses metaphor and narrative to position Kuoni as more than a travel provider—emphasizing its expertise in curating journeys that empower travelers to step beyond the ordinary. The campaign was distributed across digital platforms, capturing significant engagement and reinforcing Kuoni’s brand identity as a facilitator of remarkable, personalized adventures.
Q: What creative device does Find your amazing use?
A: Find your amazing employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. This creative approach uses symbols and exaggerated visuals to represent the positive impact of the product—in this case, Kuoni’s travel experiences. The campaign’s central image of Lenka Tanner walking on water serves as a powerful metaphor for the sense of wonder and transformation that Kuoni promises its customers. Rather than focusing on functional benefits or a problem-solution narrative, the campaign leverages inspirational and almost magical visuals to embody the emotional rewards of travel, aligning with the symbolic technique outlined in Clapboard’s classification.
Q: What is the campaign proposition for Find your amazing?
A: The campaign proposition for Find your amazing positions Kuoni as a facilitator of extraordinary and personalized travel experiences, targeting discerning travelers who seek more than conventional holidays. By inviting individuals to discover unique, transformative journeys, the campaign suggests that travel with Kuoni unlocks a personal sense of wonder and self-discovery. This narrative-driven approach emphasizes emotional engagement, encouraging viewers to see travel as a pathway to uncovering their own potential. In the context of the travel and leisure market, this strategy aligns Kuoni with the growing demand for authentic, curated experiences that deliver emotional fulfillment and lasting memories.
Q: How does Find your amazing rank in Clapboard's archive?
A: Find your amazing holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Kuoni's category?
A: In Kuoni’s travel and leisure category, key competitors include Trailfinders, which is recognized for its customer-centric, bespoke travel planning and expert advice; Thomas Cook, known for its reliable package holidays and broad retail presence targeting value-driven travelers; Expedia, which dominates the digital booking space with convenience and dynamic packaging for tech-savvy consumers; and Virgin Holidays, which leverages vibrant branding and unique experiences to appeal to lifestyle-conscious travelers. Kuoni differentiates itself by focusing on luxury, expertly curated journeys and a narrative of personal discovery, targeting those seeking once-in-a-lifetime adventures.
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