Klook invites HKers to rediscover the purpose of travelling with new campaign

In celebration of its 10th anniversary, online travel platform Klook has launched a campaign to invite Hongkongers to rediscover the purpose of travelling by advocating a new attitude.

This comes as Klook has found from its 2023 insights that travellers are no longer simply travel-deprived. Rather, they are now more eager to seek out new experiences. 

Also known as “We are Try-Vellers” (出發放試玩！), the campaign is done in collaboration with creative agency SOCIETY and aims to champion the idea of trying out new experiences. It targets digital-savvy travel lovers aged 25 to 45 who value flexibility.

Klook has named local actor Terrance Lau, and members of local boyband ERROR, Fatboy and Dee, as its yearly branded “Try-vellers” brand ambassadors. Their mission is to invite Hongkongers to be adventurous when travelling and be open-minded to try out new experiences.

Available from 25 June until 31 August, the campaign begins with a digital launch, where Lau, Fatboy, and Dee encourage Hongkongers to be brave in trying out things they haven’t done before, while Klook is their partner as the platform empowers them to try different joyful experiences. 

Furthermore, an advertising video was launched on 10 July. It features Lau, Fatboy, and Dee, showcasing different new experiences to be discovered in different countries such as a stress-relieving experience in Tokyo, a bath and body massage experience in Turkey, and an ice fishing tour in Finland. 

The campaign has also utilised out-of-home (OOH), including the SOGO outdoor TV screen in Causeway Bay and digital panel of Central MTR station to generate buzz and further draw awareness. 

To further promote the campaign concept, Klook has leveraged social media channels by featuring the three celebrity brand ambassadors and sharing behind-the-scenes content from the advertising video shoot. 

Utilising the concept of "放試玩", the campaign has leveraged its network of JOYKreators to spread this campaign to their fanbase. There will be street challenges and interviews to create first-hand engagement and interactions with existing customers as well as reaching out to new customers.

During the campaign period, Klook will offer exclusive deals to customers at two time slots each day (12 noon and 9pm), aiming to encourage Hongkongers to create their joyful moments through the platform.

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Winnie Chan, marketing director, Klook Hong Kong and Macau, said: “Klook is committed to bringing the world closer together by providing travellers with over 530,000 joyful experiences worldwide. Themed with “We are Try-Vellers !”, we’d like to invite all travel-loving Hongkongers to rediscover the meaning of travel, to fearlessly unlock new travel destinations and experiences, and to fully immerse themselves in the little joys of the journey.”

“Core to achieving our mission is creating joyful experiences for all travelers. Through Klook platform, we empower travelers to easily enjoy a one-stop booking service, including immersive recreational experiences, transportation services, and hotel accommodations, seamlessly connecting them to major destinations around the world for the most extraordinary travel experience,” Chan added.  

Jane Leung, senior manager, brand campaign and vertical marketing, Klook, said: “After a year of revenge travels, we want to encourage wanderlusts to move beyond their normal routines and become Try-vellers on their next trip. Whether to go to a new destination or plan for new experiences on your 10th trip to Tokyo, because travel is to experience and create unique memories. And as a brand that loves travel as much as every Hongkonger does, we have everything ready as your best travel companion on our platform.”

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