Waving flags on streets part of guerrilla marketing stunt to promote EGL Tours' sub-brand

Local travel agency EGL Tours has introduced various promotional activities as part of a limited-time campaign of its sub-brand “Don’t 瀛遊" to encourage HongKongers to explore the world apart from Japan, including a ticket giveaway campaign. 

This comes as EGL Tours has been widely recognised as expert of hosting Japanese tours, and its Chinese name "東瀛遊" gives people perception that it covers Japanese tours only. The agency hopes to tell people that it offers over 200 tours all around the world while encouraging HongKongers to explore a bigger world other than just Japan. As such, the limited-time sub brand aims to highlight its non-Japanese tours.

To celebrate the launch of the sub-brand, the campaign will kick off with a limited-time thematic pop-up store across various locations including Mongkok, Causeway Bay, Quarry bay, Kwun Tong, Sha Tin, Yuen Long, Tuen Mun and Central. Available from 7 until 25 June, it aims at promoting tour packages apart from Japan.

Done in collaboration with creative agency Before You Find Agency, the brand will also leverage guerrilla marketing to promote its sub-brand with a ticket giveaway event. Throughout June, members of staff from EGL Tours will be waving a flag with 14 QR codes in various districts on nine separate days. Participants will have the chance to win a round-trip ticket to Taipei, Bangkok or Seoul by scanning the correct QR code. There will be two winners per day.

In a conversation with MARKETING-INTERACTIVE, the brand’s spokesperson said the brand hopes to drive excitement of the campaign with free air ticket giveaway, “We hope to disrupt one perception - all brands hope to place a QR code neat and tidy to make you scan, but we reverse it, we put the QR code on a moving flag to challenge you to scan it. From this free giveaway campaign, we will collect potential leads who crave to travel and promote them with EGL tours around the world,” the spokesperson added.

To further expand the engagement of its sub-brand, EGL has collaborated with TV host aka travel expert Chris Leung and launched the East Africa Tour. Unlike an ordinary sightseeing tour, this tour takes an ecological perspective to introduce the role of different animals in the ecosystem.

Commenting on the initiative, Christina Yuen, executive director, EGL Tours Company, said: "In recent years, our primary focus at EGL Tours has been on revolutionising travel experiences for the new generation. To achieve this, we have meticulously crafted a diverse array of thematic tours, such as our East Africa eco-tour.”

“On the marketing front, we aim to communicate our message through a direct and impactful approach, emphasising that EGL tours goes beyond merely offering comfortable and delightful Japanese excursions. Instead, we invite our clients to broaden their horizons and explore a much larger world with our expansive selection of over 200 tours across the globe,” she added.

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