Insert case study - Kuoni

22 Oct 2013

Name or Proposer: Nick Barnard

Advertiser: Kuoni

Media Buying Agency: MEC

Sector: Travel

Format: A5 loose item

Stand Out:

• A5 landscape.

• Heavier paper stock (110gsm matt)

Commentary:

• Landscape format made item stand out. Although A5 portrait is the most popular format for inserts, landscape is rarely used by advertisers.

• Heavier paper stock and matt finish gave quality feel that tied in with Kuoni’s luxury brand values. The quality was evident not only in the products but in the feel of the insert. As inserts are such a tactile medium this is very important.

• Top 10 Holidays for special occasions editorial was informative and gave good reason for consumers to keep hold of the item.

• On the whole, this was a simple, yet effective way of delivering standout whilst still working within a cost effective format.

Yashraj Jain

Research Manager

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