EGL Tours empowers family travel with heartwarming campaign

Local travel agency EGL Tours has unveiled a touching campaign that captures family travel post-COVID and the little white lies parents tell during their trips.

This comes as the brand needs to figure out its unique offerings in the post-pandemic era when information is easily available and everyone can arrange their own trips, according to Stephen Chung, consultant, EGL Tours.

“We found that after COVID, every family wants to plan a family trip - as they found that the time being together is so precious and the marketing of family travel gets bigger,” Chung said.

The campaign aims to appeal to families looking to travel with both elderly members and children, positioning EGL Tours as the best solution for their needs. It specifically targets decision-makers within families who want to include both generations in their travels.

Done in collaboration with local creative agency BYFA Consultancy, the two-month-long campaign comes with an online video titled “Travel with parents” (帶父母去旅行). 

The video features a daughter travelling to Japan with her parents, who tell several little white lies throughout the trip. For example, they say, "I don't feel tired, let's keep going," and "The sashimi is delicious," even though what they want is actually a bowl of hot rice. Despite these lies, they smile happily during the journey, proving that smiles don’t lie. The video conveys that EGL Tours can organise a tour that customers genuinely enjoy, lessen their burdens, and allow them to savour every moment with their parents.

“We found that when you are travelling with family with elderly and children, the needs are different - you want point-to-point travel, pre-arranged restaurants for each meal, an itinerary that fits different family members' expectations. By travelling with EGLTours, you become hassle-free and fully enjoy every second of a family trip,” Chung said.

The campaign is promoted through social videos and influencers, while it also features dedicated tour products for families available on a mini-site.

Don't miss: Waving flags on streets part of guerrilla marketing stunt to promote EGL Tours' sub-brand

Back in May last year, EGL Tours introduced various promotional activities as part of a limited-time campaign of its sub-brand “Don’t 瀛遊" to encourage Hongkongers to explore the world apart from Japan, including a ticket giveaway campaign. 

Done in collaboration with creative agency Before You Find Agency, the brand also leveraged guerrilla marketing to promote its sub-brand with a ticket giveaway event. Throughout June, members of staff from EGL Tours waved a flag with 14 QR codes in various districts on nine separate days. Participants had the opportunity to win a round-trip ticket to Taipei, Bangkok, or Seoul by scanning the correct QR code, with two winners selected each day.

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