Wing On Travel is upping its focus on online and mobile travel booking with a new TV commercial which drills home its online booking website – wingontravel.com.
Created by Wiseman Int’l Digitech, the spot marks the 50-year-old company’s latest attempt to draw in younger audiences and rejuvenate the brand.
The dancing teddy first appeared in 2014 to promote its mobile app, but was seen by very few people due to limited media buy.
Wing On Travel marketing manager Sarah Ngai told Marketing the tactic of heavily repeating the web address through song will boost its recall rate.
The use of mascot, she said, is driven by a customer insight that more and more young travelers like to take a toy when traveling.
The market for booking travel online is growing rapidly in Hong Kong due to its conveniency and discount incentives.
Wing On Travel online, established two years ago, now accounts for 25% of the company’s overall transaction; however, growth in mobile transaction is relatively slow, remaining single-digit, she added.
Under its revised market approach, the travel agent said it will call an open tender early next year to seek a new creative direction to replace Glance Limited, its creative partner of more than a decade.
Ngai said the company will opt instead for independent shops to give deep local insights.
Meanwhile, its media agency ZenithOptimedia and digital partner Prizm will remain unchanged.