HSBC Credit Card has unveiled a data-driven travel campaign, which includes a three-tiered membership programme, to help consumers explore the "no-normal" travel experience after the pandemic.
Harnessing the third-party data from Google Trends and first-hand card spending data from HSBC Credit Card, the brand realised that some of the new hottest travel trends are spontaneous travel decisions, while an annual survey from Klook also reported that 34% of HongKongers only start planning their trips within the four weeks prior to departure. Other new trends include spirit-first activities over shopping, local-focal travel spots for unique experiences, as well as eco-friendly mode of transport over traditional means.
The travel campaign comes with a three-tiered membership programme, Travel Guru, that combines travel offers, travel information and personalised notifications.
Done in collaboration with online travel platform Klook, the reward app is portrayed in three colours of mushroom icons including red for "GO Traveller", silver for "GING Traveller" and gold for "GURU Traveller". It aims to facilitate card users in getting more out of every trip with travel offers, travel information and personalised notifications.
To engage a wider audience, HSBC Credit Card has also partnered with advertising agency Narrow Door to launch a one-minute video ad to showcase an array of uncommon travel experiences in Japan and demonstrate how consumers can participate in the membership programme and enjoy exclusive offers.
Furthermore, various travel portals and merchants are also involved in the campaign to feature Travel Guru on various websites and app interfaces, aiming to maximise Travel Guru’s exposure among travel lovers.
On the other hand, the Travel Guru’s mascot will make its debut on HSBC Credit Card's strategic partners and major travel portals such as Agoda and Klook, as well as self-owned and travel-related social media pages such as Flyagain.la and meet.hk in order to maximise exposure amongst travel lovers.
“Over the past three months, our team has researched extensively on Google Trends and almost every travel portals for latest consumer behaviours in the topic. Our ideas are not created out of the blue but verified with legit data sources. Throughout the process, we have become a travel guru ourselves," said Terry Tsang, director at Narrow Door.
MARKETING-INTERACTIVE has reached out to HSBC for more information.
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