travel

ZUJI books an Encounter with Destiny

This campaign aims to create awareness that ZUJI is an online travel agency that always provide young travellers with a one-of-a-kind beautiful travel experience.

Planning and Execution
In order to show how planning a trip with Zuji leads to many wonderful encounters with people and places, this campaign featured short videos based on true stories that perfectly encapsulated the attitude of fiercely independent travellers.  The goal is to capture the imaginations of discerning individuals seeking trips that offered them genuinely unique experiences.

Stage 1
Cinema Ad and Online Video
A teaser was launched to maximize awareness of the ZUJI Brand, asking our audience exactly what the word ‘Encounter’ meant to them.

Stage 2
Online Video
Then we follow up with 2 videos, of which giving a first person view of the encounter stories in Taiwan and UK. To maintain the authenticity of the stories, both videos featured authentic people that the creative team met at the two locations. One is a pumpkin farmer and his wife in Yi Lan, Taiwan and the other is a London based Handpan busker. Instead of creating a fictional story for advertising, both videos were a created as a true real-life ‘encounter’ experience.

The Encounter with a Taiwanese Farmer

The Encounter with a UK Busker

Print Ad and OOH Posters
Supported by a series of print ads, OOH posters and billboards, cinema spots and social media web banners, letting the campaign message reach all target audience online and offline.

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Stage 3 
OOH Bus Shelter Domination

The campaign also integrated with an interactive bus shelter, showcasing the 2 encounter stories during the month and featuring an interactive game on weekends, this channel added yet another dimension to the ZUJI brand.

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Passer-by in Causeway Bay are invited to play a game to win the big prize of $2000 ZUJI coupon. The game requires the players to catch the orange ball in a tumbling roller. Yet, to make the tumbler start rolling, they first need to play a mobile game to test their travel knowledge. The better the score, the longer time the tumbler will roll. Hence, a bigger chance to catch the orange ball.

Where Refreshing Begins.

To create a new brand proposition for Sanya as a new tropical paradise in China through a global social campaign.

Planning and Execution
Using tailor-made creative content strategies, KITCHEN helped create a yearlong, through-the-line branding campaign promoting Sanya as the ideal holiday destination. To build a global image for Sanya, the campaign covered 5 mainstream social media platforms, with 9 content pillars.

Kitchen created Sanya’s new proposition – “Where Refreshing Begins” – and backed it with official images and video clips, a Sanya Ambassador recruitment campaign, and social games and events, to establish Sanya as a top-of-mind tropical paradise for exotic getaways in 2016.

Through-the-line Campaign
1. Miss World 2015 – Engage audience on social media

sanya01 Create an official news channel on Sanya main pages with #missworld2015

sanya04sanya03Instant Feeds during the month

2. Sanya Hearts to Hearts – Ambassador recruitment campaign

sanya_heartstoheatsCreate authentic and interesting user generated contents through the ambassador’s journey

3. Press Events at main cities around the world – Introducing Sanya to world travellers

sanya06Music interactive light balloons for launch usage.
Sanya, China (Jan 2016)
London, England (Mid 2016)
Moscow, Russia (Mid 2016)

4. #whatweseeinsanya Instagram Campaign – Tent card to promote the event to Sanya tourist upon arrival

5. Hashtag Contest for tourists – Making “Sanya” a familiar keyword for tropical lovers

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