The oldest travel company in the world wanted to broaden its horizons. The challenge was to attract a younger market that want a new type of holiday. Relax & Explore offers more rounded experiences than the traditional discovery trips that Cox & Kings customers currently enjoy. But how do you launch a sub-brand without undermining the ‘Authentic Travel’ proposition of the Cox & Kings main brand?
Holidays have changed. They are not holidays anymore. They are experiences. They are dinner party conversations. They are hundreds of pictures proudly displayed on Facebook. And luxury is not what you can
touch but what you feel. Things like ‘best for me’, not ‘just the
best’ and privilege, being the simple privilege of not having to think, are vitally important.
Selfishly everyone wants the best of both worlds. Here it is. Exceptional comfort and service combined with the best locations on Earth. Hence ‘Unwind in the most fascinating places on Earth’. Sell me that dream as simply and beautifully as possible. Let the experience be so aspirational that people say ‘I want to be there’.
Cox & Kings exceeded their targets by over 20% and built a new customer prospect base of over 5,000 affluent consumers. ROI ranged from 8 to13 across response media.