new campaign features Bellpug to promote app and rewards programme

Hotel booking service company has featured its mascot Bellpug in a series of ads to promote the app and rewards programme across Hong Kong, Taiwan and Japan.

Titled "Reward Yourself", the campaign serves to relaunch’s brand mascot Bellpug by featuring two short clips. The first ad showcases a young lady and Bellpug receiving manicures and massages but they are in a dream. The lady soon realises she is dreaming but Bellpug encourages her to reward herself by taking advantage of latest deals on's mobile app.

The second ad is to promote's rewards programme, where a businessmen and his family are enjoying a bath but again it's only a dream. Bellpug invites the businessman to redeem a free night after they wake up.

“In addition to bringing to life the brand’s cheeky and fun personality, Bellpug also demonstrates the enabler role plays in a consumer’s travel journey, from planning and booking to checking in," said Chie Ikoma, senior manager of APAC brand marketing of

"Having evolved from being known as Nanpug in Japan to Bellpug across the Asia Pacific region, our mascot refresh aims to tell customers that we as a brand are constantly reinventing ourselves to suit their changing travel needs."

Curated by DDB Group Hong Kong in collaboration with its sister agencies throughout the region, the campaign was launched in Hong Kong on 1 November, 2 November in Taiwan and will be featuring on 14 November in Japan.

“We understand the online travel agency (OTA) category is heavily driven by price and value perceptions. With this campaign we wanted to take these functional drivers and elevate them to something more emotional and more fitting to the brand. The experience of rewarding yourself with a getaway is after all an emotional one, and we hope that our campaign gives the audience a taste of that rewarding feeling you get from booking with,” said Jamal Hamidi, executive creative director for global business of DDB Group Hong Kong.