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Ctrip explores the meaning of freedom in first brand drive

Chinese online travel agency Ctrip is launching its first branding effort to tap the growing online travel market in Hong Kong.

The drive, developed by independent creative shop GrowthRing & Co, leads with an online video series featuring 20 people from all walks of life about what freedom means to them.

Watch all the clips below and you’ll be amazed how the meaning of freedom varies across people from different ages, job natures and even race.

“The travel market in Hong Kong is used to traditional storefront travel agencies. We’d like to shift the travel booking behaviour from offline to online so that consumers can benefit from the convenience that online travel booking brings,” Hillman Lam, general manager of international business at Ctrip Hong Kong and Taiwan, told Marketing.

“Everyone has his or her own view of freedom when it comes to travel – it can be cycling abroad, cherishing every opportunity to see the world or conquering the task of feeding sharks in South Africa.

“The campaign aims to introduce Hongkongers to our convenient and easy booking site which can enable travellers to freely create their own perfect trips.”

The campaign spans social media, websites, mobile apps and print. A set of MTR visuals and digital panels will be rolled out starting this Thursday.

“We believe video and print are two powerful ways to tell personal stories and to convey our brand. As some of the storytellers are influential people in their respective industries, the campaign will also ride on the viral effect from being shared on social media,” Lam said.

Credit
Client: Ctrip
Creative: GrowthRing & Co
Media: MEC

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