Klook and Grey Hong Kong have launched “Go Wild With Travel,” a bold summer campaign encouraging Hongkongers to drop their travel itineraries and follow their instincts. At the heart of it is an unexpected hero: a goose.
The goose, chosen for its bold and unpredictable nature, serves as the face of the campaign. In Cantonese, the word for “goose” sounds like “me,” creating a clever, localised symbol of freedom and spontaneity. The message is simple, travel isn’t just about destinations, it’s about letting go and experiencing life in the moment.
The campaign kicked off with a playful twist: a golden goose statue “disappeared” from its pedestal in a public stunt, creating a buzz on Instagram and Threads. All of the social content that followed was AI-generated, reinforcing the campaign’s experimental, on-the-fly spirit.
Klook backed the idea with a robust omni-channel rollout. Alongside digital and social media, they activated the streets of Hong Kong, layering in CRM and mobile-first engagement to keep the goose, and its message, top of mind.
The campaign also ties into Klook’s broader PLAY STAY MOVE offering:
- PLAY: Access to over 500,000 experiences across global destinations
- STAY: Affordable accommodation options, from luxe to local
- MOVE: Streamlined booking for transport across countries like Japan and much of Europe
Insights from Klook’s Travel Pulse study shaped the campaign’s direction. Gen Z and Millennial travelers are driven by emotion, discovery, and the desire for flexible, experience-first trips, not rigid checklists.
Key Takeaway
“Go Wild With Travel” isn’t just a travel promo, it’s a cultural nudge toward spontaneity. By tapping into emotion, humor, and clever local symbolism, Klook positions itself not just as a booking app, but as a companion for the kind of unplanned, instinctive travel today’s younger audiences crave.