Greater China
Ctrip Travel Campaign
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Ctrip x 信
“Spur of the Moment” Travel
随“信”所欲，说走就走
As China's leading comprehensive travel service company, Ctrip provides over 250 million members with a full range of travel services including wireless applications, hotel reservations, airline ticket reservations, travel vacations, business travel management and travel information, known as "the model of seamless integration of internet and traditional travel".
In 2017, rock singer Shin was appointed the brand ambassador of Ctrip as their Chief Travel Planning Officer and a new main visual for ads and video to advocate "Spur of The Moment Travel" were needed to amplify the brand proposition of Ctrip.com.
How to:
Fuse Shin and Ctrip's common travel attitude and integrate Shin's personality and style into the brand to complement the brand image?
Hence:
Starting from the free and easy personality of Shin as a rock singer and his way of traveling freely, combined with the brand's concept of "spur of the moment travel", the communication concept was set 随“信”所欲，说走就走.
Playing on the pun of "Follow your heart" in Chinese – 随心所欲 to 随“信”所欲 which literally translates to “Follow Shin, Travel on The Spur of Moment”.
Photography of main visual and video filming were all centered around this theme. Based on Shin's travel preferences, whilst Shin was walking along the streets of Thailand, a film crew captured the incredible encounters in his spur of the moment trip.
Campaign Key Visual
