Trip.com

Brand Strategy

Background:
Trip.com is a Chinese travel booking site which sought to expand to international markets in 2022. After China ended their travel restrictions post-covid, Trip.com was looking for a new campaign to promote their all-in-one travel booking solutions to the Southeast Asian market.

Target Audience:
Young professionals in Southeast Asia and Hong Kong who were unable to connect with family members throughout the duration of China’s border closure. 

Winning Strategy:
A campaign called “Just Like That” based on a series of short, light-hearted tag-line focused videos, because:

• This is a proven way to express the sense of ease customers want while booking a trip (based on the success of Kayak’s video ads).

• Keeping the idea of traveling fun and carefree creates positive brand association for Trip.com. 

• Utilizing a “funny” approach is particularly common and effective in SE Asian markets.

Results:
The brand adopted the slogan and launched the campaign in Malaysia, Singapore, and Hong Kong.