Klook fires up campaign in HK as part of rebranding efforts

As part of its rebranding efforts, online booking platform Klook has launched a new campaign titled "Klook Rebranding Campaign". Incorporating the tagline, "暢玩世界 快樂最大 (Your world of joy)", the month long campaign seeks to provide consumers with experiences that create joy both domestically and beyond. In particular, Klook will be providing daily deals and offerings, such as exclusive offers up to 90% off, as part of the rebranding campaign. 

In light of how the COVID-19 pandemic has disrupted people from travelling and exploring freely, Klook explained that it aims to inspire and enable more moments of joy derived from travelling, connecting its customers to experiences that create joy. As such, the rebranding campaign is targeted at customers who seek to explore joyful experiences from leisure and entertainment activities, such as staycations, visiting attractions, and participating in events, among others. 

According to Klook, it plans to market its rebranding campaign with an upper funnel to build awareness. The campaign is set to run on multiple communications channels covering social media, PR and affliates, display and programmatic ads, and CRM, among others. In addition, there will be a wide coverage of OOH, including Sogo TV, bus stops, theme buses and tram shelters. 

Kenny Sham, who joined Klook Hong Kong as general manager in May explained that the brand hopes to lead a new era of travel and reconnect customers to more joyful moments through its wide variety of experiences, both local and overseas. In his new role, Sham is currently tasked with enhancing the brand's popularity in the Hong Kong market and reinforcing the company's business development. 

"Apart from staycations, we also provide activities including attractions, events, food and dining, and expand our hotel experiences with more competitive offerings. We are excited to bring back the wonders of travel to everyone and curate Your world of joy," Sham added. 

Meanwhile, Klook unveiled its new brand identity with a logo and brand purpose refresh in March. With its new brand purpose, "To inspire and enable more moments of joy", Klook has a new icon, wordmark, typography, colours and illustrations. 

Titled "Joysplash", Klook’s new icon is touted as a “manifestation of Klook's renewed brand purpose, colourful spirit, and zest for life”. The energetic colours used represents Klook's “diverse and vibrant global customer base who constantly seek out rich, vivid, and joyful experiences to satiate their wanderlust”, said the brand. The revamped brand identity was in the works for almost two years, and was created in collaboration with lobal brand agency Superunion. 

When asked what led to the refresh, Marcus Yong, vice president, global marketing, Klook, explained then that the pandemic caused impulse to travel disappeared almost overnight. "As the world remained grounded, people craved new sights, sounds, smells, and the happiness they got out of travelling. “The happiness we derive from travel had vanished during COVID, and that's what we wanted to rekindle,” he said then, adding that Klook wanted to create a new identity that would best capture this expression of joy.

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