Ogilvy & Mather Shanghai unveils Agoda’s LandDivers who travel the world a little deeper
Ogilvy & Mather Shanghai and Agoda have launched the online accommodation company’s first campaign in Mainland China, setting their sights on sophisticated globetrotters who are intent on navigating the roads less traveled.
The campaign targets China’s true “LandDivers”, a phrase coined by O&M Shanghai that describes a group marked by their love for independent travel, who consistently blaze paths into less popular corners of the world and are intent on discovering a more authentic experience. While currently making up a small percentage of Chinese tourists who travel internationally, they are considered trendsetters, who dive into exotic locales and act as important leisure leaders.
“The post 80s & 90s travelers approach travel differently. They don’t want to stand back, they want to dive in and embrace the exotic and the different. That’s what separates travelers from tourists,” said Andy Edwards, Global Director of Brand and Marketing Communications at Agoda. “Agoda’s business was built on accommodation in more interesting places so we want to celebrate their mindset. LandDiving gives us something both surprising and evocative. It’s a different type of travel campaign and it might throw some people off but we believe our audience will love it.”
O&M Shanghai’s LandDiving campaign helps differentiate Agoda by connecting them to the deep-rooted philosophy of the uncommon traveler and, for the first time, giving them an eloquent, collective voice. The campaign launches with a beautifully-rendered brand film, which debuts striking images of a LandDiver discovering unique landscapes. It will follow with a series of around 30 short films across four Southeast Asia countries, featuring the adventures of real-life LandDivers. Through these cornerstone works, O&M Shanghai will also cultivate a LandDiver community by giving them an exclusive space on social platforms like Weibo and Wechat to share their photos and stories. By doing so, they help deepen engagement with Agoda and drive usage.
“Tourism is one of few industries currently seeing vigorous growth in China, reflecting a growing middle class craving for travel. Increasingly, young Chinese are hungry for experiences beyond mass tourism and unsatisfied by the promotional deals that generally drive this category,” said Chris Reitermann, CEO of Ogilvy & Mather Greater China.
“LandDiving showcases this desire for a difference, making Agoda matter to China’s pioneering travelers – whose footprints will be followed by many future Chinese tourists to come.”
1 Comment
Do they have to literally wear the diver suits? Carrying their oxygen tanks around makes it feel like the places they go to are all air polluted. Then again this came from an agency in China.