To further push its online booking platform, Hong Kong traditional travel agency Wing On Travel has launched a campaign that plays with homophonic puns in the local language to attract travellers who are young and adventurous, yet price-sensitive.
The travel agency, which was founded in 1964, said the key challenge for the campaign is to make the brand wingontravel.com and content relevant to younger travellers and become their top-of-mind brand when it comes to online booking for travel-related products.
Spoofing a typical Chinese costume TV drama, an imperial consort by the name of 捱貴妃 (‘putting up with expensive ticket’ in Cantonese) presents the empress of China with a plate of fried flat noodles at her request (pronounced ‘貴deal’ in Cantonese – literally ‘expensive deals’), a catchy homophonic pun referring to overpriced travel packages and offers in the market.
But, tipped off by her maiden, the consort uses wingontravel’s mobile app to get the best deal for the empress and reaps the rewards of her resourcefulness. TV celebrities Leung Ka Kei and Mak Mei Yan play the roles of 捱貴妃 and the clever maiden respectively and bring them to life with their energetic and humorous portrayal.
It might not make a whole lot of sense in English, but the core message “Wingontravel.com has the best deals for you” is clear enough to kickstart the company’s overall objective to drive app downloads and usage in any language.
The ad has spanned TV, print, online and OOH.
Client: Wing On Travel
Creative agency: The Gate Worldwide
Production house: Alternate limited
Photographer: Jacky Chee of Cheez Photo Workshop
Media agency: Zenith Media