Wunderman Shanghai has been appointed as integrated communications agency of record for travel app Tao On The Road (淘在路上/ Tao Zai Lu Shang), managing the client's leading strategy, creative and digital across all markets.
Hailed as the preferred app for free-and-easy travel, Tao On The Road has been named Best App of the Month in the travel category for several months running, and has earned itself the Outstanding New App title multiple times on the iTunes App Store.
Tao On The Road helps consumers explore places like a local, by providing for all their travel needs. Using the app’s location-based “On-the-Go Booking” platform, users may reserve hotels, tickets, local tours and more as they travel, and discover special packages and discounts. This makes free-and-easy travel a cinch, aiding young Chinese globetrotters in breaking away from traditional tour groups.
Bryce Whitwam, managing director of Wunderman Shanghai, said: “Tao On The Road is the ultimate travel tool for Chinese millennials who are looking for a combination of empowerment and immediate gratification.
"I believe Tao On The Road represents the depth and breadth of e-commerce services in China that have risen as a result of a more mobile and connected Chinese consumer.”
With the rise of personal incomes and living standards, the Chinese tourism market is growing by leaps and bounds. Chinese people are eager to go sightseeing overseas—in 2014, the number of outbound Chinese tourists reached 107 million, up 19.49% compared with 2013, and is expected to reach 200 million by 2020.