1. Kuoni South Africa Festival

2. Kuoni has an expanding retail network, and is growing its direct business every year. By June 2011, 20 Kuoni stores are anticipated. Kuoni has been voted best longhaul operator 11 years in a row – a claim that is cherished and that we wish to build on, by continuing to help make unique destinations accessible to the UK market. Kuoni is a brand to advocate a destination such as South Africa with the core customer base inspired by truly experiential holidays. However, passenger numbers are down for Kuoni by 34% vs 2009 – This is something that we need to help change. Next to the call centre, Kuoni stores are the most popular booking channel for South Africa. Top stores for South Africa are the flagship Kensington store, Bishopsgate and Manchester. The Manchester store is one of the best bookers for South Africa and would become the focus for this campaign. Not only does this store enjoy a constant high footfall, it’s a city that embraces unique activity. About Kuoni

3. Kuoni South Africa Festival The Kuoni South Africa festival, is a day devoted to South Africa. It’s where Kuoni injects its passion for travel and the destination into the local community, raising the profile of the destination and inspiring future holiday plans. The Proposal

5. Kuoni South Africa Festival One month before the festival, Twitter, Facebook and Kuoni.co.uk will be used as platforms to build awareness of the Festival, South Africa and the prizes to be won. Prizes will be on offer for customers who sign up to Kuoni news on the day. First prize for example, 5 nights in Cape Town. Runners-Up, a hamper filled with South African treats – food, wine etc. Promotion with local radio station will promote the festival through the weeks prior and offer a South Africa holiday and hamper give-away exclusively for listeners. Press releases to be sent to the key local titles before and after the event – competition awareness initially and then actual winners featured. The Activity

6. Kuoni South Africa Festival On the day itself, Manchester Kuoni store will live, breathe (and eat!) South Africa. Leaflets will be distributed on the weekend to promote the festival, interesting facts about South Africa and entry slip for prize-draw. Dancers and street stencilling will set the scene around the store, creating the theatre needed to get the public’s attention. Hampers to be handed to every nth customer that walks into the Kuoni store. in-store - the music, the food, the colours, will be South Africa and the Kuoni experts will be on hand to answer any questions and introduce South Africa to customers. Guests from tourist board, hoteliers and Born Free encouraged to the event After the festival, winners will be randomly selected for the prizes. Write-ups to be pursued in local press. £10 from every South Africa booking from the weekend goes to Born Free.. The Activity