Klook inspires HongKongers to be 'travel goddess' with citywide campaign

Online travel platform Klook has inspired everyone to travel without boundaries with a new citywide campaign featuring influencers from two YouTube channels, 100 Most and FH Production.

Available until 6 August, the campaign echoes and amplifies Klook’s March campaign message - elevating the joyful travel experiences with Klook, both overseas and in-town (玩最大! 旅神帶你玩盡世界).

In this new campaign, Klook aims to invite everyone to be travel goddess (旅神) , conveying the message that whatever travel behaviours consumers have, they can find the best-fit overseas and local offers at Klook.

Done in collaboration with creative agency Frengers Communications, the campaign features 東方昇 and NatNat from 100 Most; Ka Ying and 近南哥 from FH Production going on a trip to Thailand.

Through the artists’ dilemmas and interactions in the collaboration videos, audiences can understand no matter how different the travel behaviours of their travel buddies can be, they can still enjoy a joyful trip through the comprehensive travel offerings available on the Klook platform, which cater to every traveller’s needs and interests, according to the release.

A check by MARKETING-INTERACTIVE saw on YouTube that the campaign has garnered 270k views six days after launch. Many netizens commented that they enjoyed watching the interactions of the four influencers during the trip.

In terms of the mediums of promotion, the campaign covers a range of promotional activities online, including social media, press release and affiliates, influencers, display and programmatic ads and customer relationship management (CRM), as well as a series of crossover digital happenings with the two channels, all aimed at fostering deeper connections and interacting with the consumers, as well as connecting to the new customers, particularly the young segment.

To engage with a wider audience, Klook has introduced a travel personality test to invite audiences to explore and identify their own travel personas. Audiences are encouraged to share their test results on social media platforms and enjoy exclusive travel incentives afterwards.

Commenting on the campaign, Kenny Sham, general manager of Hong Kong and Macau at Klook, said, " Joy is deeply ingrained in our DNA, and we are dedicated to spreading joy through our travel products. In the first phase of the Mega Campaign in March, we mainly aimed to increase brand awareness through massive outdoor and digital advertisement using Joyce and Ah Dee as the Travel goddess. In summer, we focused more on engaging with our audiences on a personal level and empower everyone to be travel goddess (旅神).”

With Klook's brand value, the brand is transforming experiences and reconnecting customers for more meaningful travel as the best go-to travel and leisure app, said Sham.

Meanwhile, Joe Ng, creative partner of Frengers Communications, said: “Although this is our first time working with Klook, we have already experienced the company's joyful and positive spirit in every meeting. Therefore, when planning the campaign, our goal was not only to inform people about what Klook has to offer but also to showcase the ways we can have a joyful experience.”

To achieve this, the agency developed a comprehensive content strategy including a mini-site, social videos, and social feeds to catch public attention, Ng added. “Our team is eagerly anticipating the results of the campaign!"

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