The oldest travel company in the world was looking to broaden its horizons. The challenge was to attract a slightly younger audience of pre-retirees looking to explore new destinations but also keen to be pampered and simply unwind by the pool. But how do you launch a sub-brand without undermining the ‘Authentic Travel’ proposition of Cox & Kings?
SOUK developed a creative proposition for Relax & Explore using striking imagery rooted in Cox & Kings heartland of exploration and adventure travel.
The ‘Relaxation’ element of the trip, as well as the operator’s luxury credentials were introduced through the use of carefully crafted copy.
‘Unwind in the most fascinating places on Earth’ exceeded targets by over 20% and built a prospect base of over 5,000 affluent consumers.
The SOUK Experience
• Brand strategy
• Lifestyle and investor targeting of new prospects
• 50,000 emails
• 20,000 direct mail packs
• National press ads
• Responses captured online