Trip.com explains the unearthing insights behind 'Work-fly-balance' campaign

Online travel platform Trip.com has launched an out-of-home campaign that resonates with Hong Kong’s dynamic office professionals, reminding everyone that achieving work-life balance is just a flight away.

The campaign features the tagline “Work-fly-balance”, which appears to be similar to Standard Chartered Hong Kong’s payroll campaign last year, tailored to appeal to both mass-market and affluent employees in search of innovative payroll account services that align with a "Work-Fly Balance" lifestyle.

Don't miss: Standard Chartered HK fosters personal financial growth with new payroll campaign

Meanwhile, some of the online banner ad slogans featured in the Trip.com campaign also resemble StanChart’s campaign such as "double pay" (雙糧) and "enjoy life" (歎世界), which prioritises striking a balance between work and leisure, with a focus on creating passive income streams through Standard Chartered Hong Kong's main bank offerings, including high-interest deposits and stocks.

Explaining the similarities between two campaigns, Trip.com’s spokesperson told MARKETING-INTERACTIVE in a statement that Trip.com's campaign was designed to resonate with modern travellers in Hong Kong who seek to blend productivity with exploration, and its campaign focuses uniquely on inspiring travellers to discover new destinations through its travel products and services.

“While we recognise that the term has become a popular buzzword online, adopted by various brands in their campaigns, we believe it captures a growing global trend of maintaining work and travel leisure, similar to the universal concept of 'work-life balance',” added the spokesperson.

“We appreciate the creativity of all brands in engaging their audiences and remain committed to delivering innovative promotions that empower Hong Kong travellers to explore the world on their terms.”

MARKETING-INTERACTIVE has reached out to Standard Chartered Hong Kong for a statement but had not received a response at the time of writing.

Running from 5 May until 15 June, the campaign is amplified via out-of-home ads on bus shelters, and billboards in Causeway Bay, timed to capture the attention of travellers between 25 and 44 years old planning their summer holidays.

Targeting quality-conscious adventurers who crave spontaneous travel without the hassle of complex arrangements, the campaign highlights Trip.com’s key offerings including double rewards with Trip Coins and Mileage, transparent pricing, and 24/7 customer service.

“Also, we understand Hong Kong people’s work-for-travel mindset, we speak out the Hong Kong workers’ voice in our ads, creatively connecting with their aspirations for seamless, exciting travel experiences. By focusing on these traveller priorities, we aim to inspire and empower this demographic to explore new destinations with confidence and ease,” the spokesperson added.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Trip.com takes over KLIA in OOH branding campaign
Trip.com Group partners Malaysia’s Tourism Board to expand efforts into the APAC region