afaqs!

Kuoni Travels opts for a contemporary look

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | September 30, 2008
A stylish logo replaces the one that has been the brand's identity since its inception more than a century ago

The & #BANNER1 & # Kuoni Travel Group, one of the country's largest travel and tourism companies, has gone in for global rebranding. As a part of its 100 year celebrations, it has gone in for a complete makeover, changed its logo and set up a new flagship store at Nariman Point in Mumbai.

The brand had been using its earlier logo since its inception more than 100 years ago. Haresh Koyande, business head, Kuoni Holidays, tells afaqs!, "The new logo is contemporary, stylish and relevant to the present times. We place more importance on brand philosophy and we work on three factors - reliability, authenticity and passion. We want to provide the consumers with perfect moments."

New logo
The logo has been designed by FutureLabs, with inputs from the global marketing heads of Kuoni Travels. To promote the brand repositioning, the brand is also using media such as print (select magazines) and TV to reach out to the consumers. The company's creative agency is The Republic.

Kuoni has also opened a new flagship store at Nariman Point in Mumbai. The new office aims to give exclusivity and a more conducive environment to the customer.

Old logo
Koyande says, "A vacation starts from the time the consumer starts planning for it. The store caters to a high end and exclusive clientele. Since this is our flagship store, we have started the makeover from here. Soon, all our stores in the country will follow suit."

So, why has Kuoni decided to revamp the brand? Koyande answers, "Customer needs are changing, and so are their likes and dislikes. The best situation to be in is to be ahead of the times. We are keeping the brand contemporary and keeping ahead of the times."

In an official communiqué, Zubin Karkaria, chief executive officer and managing director, Kuoni Travel Group, India, says, "For more than a decade, Kuoni has helped several thousand discerning customers in India to plan and achieve outstanding luxury holidays. We are sure that this number will continue to increase rapidly with the new brand philosophy and values."

The Kuoni Group has been present in the international market for 100 years and began its Indian operations in 1996. Kuoni Holidays has been operational since 2005. SOTC is a part of the Kuoni Travel Group, India. The group has won many awards, including the World's Leading Tour Operator Award in 2007 for the ninth consecutive year. SOTC has won awards such as the Most Preferred Tour Operator Award at the CNBC Awaaz Travel Awards 2007.