Klook taps Grey HK to encourage travellers to break free like a goose

Global travel and experiences platform Klook has tapped Grey Hong Kong to launch "Go wild with travel" (Klook我要放飛), a campaign that redefines travel for Hongkongers as a spontaneous and joyful escape.  

Building on the momentum of last year’s campaign and the recent global initiative The Best You, the partnership marks a shift in tone and territory - from coordination and checklists to instinct, curiosity and discovery. 

Targeting Gen Z and Millennials, the campaign draws from Klook’s Travel Pulse study, which shows that today’s travellers are increasingly seeking meaningful, experience-led journeys - ones driven by instinct, emotion and the freedom to explore. 

Leading the way is a goose - a stand-in for the travellers, which is also bold, impulsive and impossible to pin down. With “goose” and “me” sounding alike in Cantonese, the character becomes a deeply local and personal symbol. Klook believes life shouldn’t be limited to daily routine; it should be filled with moments to break free and explore, just like the goose. 

Running from June until August, the entire campaign was brought to life leveraging AI, starting with a mystery: Hong Kong’s iconic goose statue had, it seemed, taken flight. A fake out-of-home stunt showed the bird soaring across the city and which quickly went viral across Instagram and Threads. The campaign continues to unfold throughout the summer with street-level activations and playful content, creating a citywide buzz. 

Klook’s "PLAY, STAY, and MOVE" offerings turn these break-free moments into reality. "PLAY" unlocks over 500,000 unique experiences. "STAY" provides affordable accommodations with bundled transport. Meanwhile, "MOVE" enables seamless travel across Japan, Europe and beyond. Together, they support spontaneous exploration while Klook handles the logistics. 

The campaign is amplified via social media, digital and offline events. It will continue to unfold over the coming weeks with talk-of-the-town activations across Hong Kong. 

“Forget travel bucket lists - travel doesn’t always require a plan,” said Winnie Chan, marketing director at Klook Hong Kong and Macau. “At Klook, we believe ‘best’ is personal. Our 'PLAY, MOVE and STAY' offerings are designed to unlock meaningful adventures and help you discover your best self through travel. 

“As a tech-driven travel company, innovation is part of who we are - it’s in our DNA,” added Chan.  

The summer campaign also comes after Grey Hong Kong was awarded the project in June, managing the campaign’s social and digital offerings.  

In a conversation with MARKETING-INTERACTIVE, Duffy Lau, managing director at Grey Hong Kong, said the campaign adopts a fresh storytelling approach instead of relying more on celebrities and paid media. 

"Utilising AI, we've introduced a surreal new character, opening up creative avenues beyond traditional production. From unexpected goose sightings to animated global journeys, AI has empowered us to produce diverse and playful content on a large scale. Fast and flexible, sometimes you have to let the goose loose to go further. This is just the beginning of our efforts to drive and create awareness through social and digital platforms," he added.

“Inspired by the old tale of the Ugly Duckling, the campaign is about how a journey can help you find your place in the world - not by fitting in, but by following your own path,” said Lau. “Klook has always been about discovery. Our job was to help that spirit take flight in a way that feels fresh, fun and deeply local.” 

“Collaborating with Klook, one of the locally founded unicorn brands, is a pleasure. We are delighted to explore new ways of creation with AI, unlocking lots of new potential for the campaign. Stay tuned for the offers Klook is going to give this summer,” Lau added. 

“The entire campaign was built using AI to open creative possibilities. We brought the goose to life and let it travel the world - turning a simple idea into something people could spot, share and smile at,” said Rick Kwan, executive creative director at Grey Hong Kong. 

Related articles:

Klook closes US$100m investment to foster travel experiences growth
Klook celebrates its 10th year with 'money-can't-buy' experiences